Most valued skills in the public relations (PR) industry worldwide as of February 2018

PR industry most valued skills 2018 The graph shows data on the most valued skills in the public relations (PR) industry worldwide as of February 2018. During the survey, 84 percent of respondents stated that written communications was a skill viewed as key to success in the future.
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Share of respondents
Strategic planning89%
Leadership84%
Written communications84%
Social media83%
Multimedia content development79%
Data and analytics78%
Crisis management77%
Verbal communications75%
Employee communications68%
Research67%
Business literacy66%
Media relations63%
Influencer marketing62%
Ethics counseling52%
Real-time marketing46%
Artificial intelligence35%
Software programming24%
Advertising21%
Media buying21%
Share of respondents
Strategic planning89%
Leadership84%
Written communications84%
Social media83%
Multimedia content development79%
Data and analytics78%
Crisis management77%
Verbal communications75%
Employee communications68%
Research67%
Business literacy66%
Media relations63%
Influencer marketing62%
Ethics counseling52%
Real-time marketing46%
Artificial intelligence35%
Software programming24%
Advertising21%
Media buying21%
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Description Source More information
The graph shows data on the most valued skills in the public relations (PR) industry worldwide as of February 2018. During the survey, 84 percent of respondents stated that written communications was a skill viewed as key to success in the future.
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Release date
February 2018
Region
Worldwide
Survey time period
January 3 to February 12, 2018
Number of respondents
1,001 respondents
Special properties
among PR professionals
Supplementary notes
The source provides the following information: "The sample for this survey is a “convenience” sample rather than a random sample. Consequently, we cannot say that the results of this survey are representative of the respective populations. Nevertheless, we believe this data offers numerous directional insights into the attitudes, beliefs and activities of PR practitioners and students."

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