Having effective communication skills when working in public relations is essential for PR projects and assignments to run smoothly and to their fullest potential.

There are some certain tips and tricks that lead to great communication whilst working in PR, here are a few:

  1. The importance of two-way communication

Two-way communication between multiple parties is essential in order for projects to run smoothly. This is particularly important between the PR professionals and their client.  Clear, two-way communication allows for prompt responses to shifting priorities and identification of any amazing possibilities as well as identification of any issues.  PR agency staff work best as an extension of the in-house team, kept constantly in the loop of communication.

  1. The importance of constant communication

It is important for there to be constant communication throughout the three main stages of a PR project. These are:

  • Strategy development, goals and target setting
  • Delivery
  • Post project feedback and reporting

Clear communication at the start of a project ensures strategic goals are set and targets are well-defined.  Communication is important during the delivery phase of a project to ensure priorities haven’t shifted and the tactics are working effectively.  The final phase of the project is recognition of all the work and feedback on its effectiveness.

  1. The importance of effective written communication

Between all the phone calls and meetings the importance and effectiveness of a well-written piece can often be forgotten. Written communication is time-efficient and allows for specific goals and targets to be defined.  The result is less misinterpretation – the communique will be ‘archived’, the content to seen and saved.  Written forms of communication can also help create ‘templates’ for how the PR business has previously dealt with projects and obstacles in the past.

These tips and tricks are stepping stones to happy, healthy, effective communication – the cornerstone to a great PR/client relationship.