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The Top 10 Skills Needed by Today’s PR Students to Become Tomorrow’s PR Professionals

Karen Freberg

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 The public relations field is in a state of transition and at a turning point entering into the new decade. The industry faces new challenges every day, and public relations professionals need to have the right tools, resources, and insights to best meet these challenges and take advantage of these new opportunities. It is not only about addressing these challenges and opportunities in the field, but determining what are the new skills industry professionals are looking for in their new hires. This presentation will discuss the 10 top skills needed by public relations professionals today, based on the work shown in the upcoming public relations textbook, Discovering Public Relations, by Karen Freberg. Freberg will discuss how each of these skills are integrated in the book, as well as address the recommendations being made by organizations such as the Commission for Public Relations Education.