What do you do if your PR skills are outdated and you need to catch up?

- Embrace online courses, webinars, and workshops tailored to modern PR strategies. - Follow industry leaders and engage in relevant discussions. - Practice implementing new techniques, focusing on data-driven approaches and social media management. - Explore influencer partnerships to expand your reach. - Remember, adaptability is key to PR success!

You probably don't need to do anything. If you're that old-school, you probably have a much better understanding of the psychology of communications and how effective messages work -- no matter what platform is involved. Knowledge of human behaviour is a lot more important in PR than any technical skills with new media.

- Immerse yourself in industry blogs and attend webinars - Network with seasoned professionals for insights - Embrace digital platforms and learn data analytics - Refine storytelling techniques for modern audiences - Take online courses or pursue certifications for updated skills - Prioritize adaptability in mastering PR's evolving landscape

After assessing gaps or opportunities, I proactively find ways to learn more about these. I do my research, take advantage of free online courses, read up on case studies if applicable, learn from others who have more expertise on it, and the list goes on. What I have found to be most helpful is recognizing that the field is ever evolving given how dynamic people’s behaviors are. This has helped me continuously understand what new things I should expose myself to, and what I should learn to be an even better practitioner.

I would highly recommend spending a lot of time taking courses! I’ve found great ones through Meltwater Academy and MuckRack Academy that have helped me learn the ropes of modern PR, and gave me benchmarks and certifications to ensure I had actually learned the content.

Public relations is a profession that is regulated by a governing body, like the Canada Public Relations Society (CPRS). These bodies usually conduct sessions and webinars that you can attend to know more about the latest trends in the industry and what they can do to stay ahead of the curve.

Whose artwork lights you up? Comic artists, musicians, and craftspeople are often exceptional at what they do, but lack knowledge in PR, marketing, and self-promotion. Writing press releases and pitches for lesser-known artists is great practice. Browse Kickstarter for time-sensitive projects with the potential for pickup, either for artists you know or new ones you discover. You'll benefit from this exercise, and if you share with an artist—without expectations—it might become a tool to help more people enjoy their artwork too.

However daunting it may be, this supports growth. If you can do this exercise well yourself, you can avoid any unexpected surprises coming up from your managers. I also appreciate having a network of colleagues in similar roles that can appreciate and relate to some of the challenges relevant to your role.

As someone who started in PR before the advent of social media and is still practicing during the AI boom, I've worried, at times, if my skills are outdated. Here's what I've learned: 1. Mediums Change But Core Principles Stay: PR is about building relationships and credibility with your public. The mediums change, but the principles of human behaviour rarely do. These truths can be applied even when the landscape changes. 2. Intergenerational Teams Are Golden: You may not be in tune with the latest TikTok trends and your Gen Z colleague, may not be as honed into the biz goals of your client. Combining intergenerational knowledge is where the magic happens. Stay curious; don't be intimidated to learn new skills regardless of your age.

There are so many blogs out there that it's easier than ever to keep abreast of new stuff and keep learning, but speaking as someone who has worked in media for 30 years and seen many changes I'd say not panic. Despite the many new buzzwords and new trends, the principles stay the same - the best stories and PR success come from good old human interaction, being curious and always asking why.

Content marketing is increasingly becoming a crucial part of PR. Develop skills in creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. This includes learning about SEO, multimedia content creation (video, podcasts, infographics), and content distribution strategies. AI is also playing a significant role in PR. Familiarize yourself with AI tools and platforms that can enhance your PR efforts and strategies. As traditional media continues to fragment, influencers are becoming an essential part of PR strategies. Learn how to identify, engage, and collaborate with influencers in a way that is authentic and aligns with your brand's values and objectives.