Tiffany Guarnaccia, CEO & Founder, Kite Hill PR & Founder, Communications WeekThe public relations industry is constantly in a state of reinvention thanks to an ever-evolving media landscape, the rise of new technologies and changes in the values of those in the workforce. In turn, the skills that will be relevant for PR professionals in 2020, or 2030, will need to be reinvented as well. Tomorrow’s workforce needs to be creative storytellers, true leaders and have the ability to embrace agile thinking.

Mediums change, stories last forever

At their core, every PR pro is, or should be, a storyteller. That is, essentially, what we are being commissioned to do for our clients – tell their story. The medium in which we utilize to tell their story, however, has gone through numerous changes over the years. From snail mail, to fax, to email, to social media, the medium has become faster (and shorter), but the stories have continued to be the focus.In the next 10-15 years, will social media still have the same impact? Or we will turn to a new medium for breaking news? While it may be impossible to predict what the next Twitter might be, the power of an impactful and well-crafted story will always put a PR professional head and shoulders above the rest. Regardless of the medium, storytelling will always be a skill that agencies will covet.

Leadership – The “soft” skill everyone is looking for  

Looking to build your professional portfolio and want to know a failsafe method? Add leadership to your resume -- and mean it. According to LinkedIn, leadership is the number one soft skill employers are looking for 2018.Start by understanding that leadership is not the same as management. According to the same Business Insider story, aspects of leadership that employers look for include, body language, strategic thinking and informal leading. Bring vision and passion to the table when directing your team and clients. A proactive and positive approach can demonstrate that you could be an excellent addition to any team.While not everyone is a born leader, challenging yourself by seeking out “uncomfortable” and new situations can help to broaden your experiences. Don’t be afraid to ask your colleagues and managers for guidance either! There’s no better way to learn how to lead, than from someone who you’re willing to follow.

Think fast!

Agile thinking, which fundamentally encourages individuals to communicate better and recognize mistakes earlier, is being adopted by some of the most forward-looking service organizations. Sometimes it’s not the just the successes you drive for your clients, but the way you respond to mistakes and crises that prove your overall worth as their partner.By adopting a mindset that opens the door for rapid decision making and new learning cycles, PR professionals can behave more like their startup clients. They will appreciate the drive and ability to keep up with them, as it shows that PR teams are able, and equipped, to grow with them.Overall, the media industry changes, PR professionals must change with it. The necessary skills that defined our business in the past (think: media relations) might still serve as building blocks, but they are only the foundation of a new castle that is being built, brick by new brick.

About the Author: Tiffany Guarnaccia serves as CEO and founder of Kite Hill PR as well as founder of Communications Week. Headquartered in New York with an office in London and a global network, Kite Hill PR is a award-winning communications agency that specializes in PR, content and events. The company offers a high-touch, integrated approach to communications with three separate divisions; Kite Hill PR, Kite Hill Experiences and Kite Hill Content Studio. Recipient of PRWeek’s 40 under 40, PR News’ Women to Watch and DMN’s Hall of Femme, Tiffany has over 15 years of media relations experience in both agency and in-house positions. She is also the founder of the first industry week dedicated to serving those in, and interested in, the PR, media and communications industry, Communications Week, which expanded globally in 2018.