New PR Hires Must Know Social Media

dv631010Public relations professionals are taking the lead in managing the organization’s use of social media communications channels, and social media skills are nearly as important as traditional media relations skills when searching for and hiring public relations professionals, according to a new study, The 2009 Digital Readiness Report .

Among the key insights from the study are:

  • When searching for prospective new hires, social media communications skills are nearly as important as traditional media relations skills.
  • Public relations leads marketing in the management and oversight of all social media communications channels within organizations.
  • When searching for prospective new hires, social media communications skills are nearly as important as traditional media relations skills.
  • Public relations leads marketing in the management and oversight of all social media communications channels within organizations.
  • Marketing leads public relations in the management and oversight of bulk email communications and search engine optimization.
  • Social networking, blogging and micro-blogging skills are the three most important social media communications skills for job candidates to have, according to public relations and marketing hiring decision makers.
  • Most organizations are considering hiring social media specialists.

The 2009 Digital Readiness Report  “Essential Online Public Relations and Marketing Skills” is available for download free at http://www.ipressroom.com/readiness (registration is required).

Social Media Skills Influence Hiring Decisions

Survey data also suggest that public relations and marketing professionals without new media and social media communications skills cannot, and will not, satisfy the requirements of today’s hiring decision makers.

The research also suggest a potential gap in online communications strategy  at most organizations, since the channels with the greatest reach and adoption levels — email and search engine optimization — do not appear to be the most important channels in practice.

In addition, organizations do not appear to be as intent on leveraging the trust advantage of their own websites over social networking services to promote their company line. Instead, organizations say they’re more focused on getting the word out than on using new media and social media channels to attract visitors to their own destination websites.

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