As we all know, the proverb `Practice makes perfect’ holds good for Public relations too. PR agencies have to constantly ‘exercise’ basic PR skills in order to be successful. The basic PR skills a PR specialist needs are excellent writing and verbal communication abilities. Over and above, a PR specialist also must know to work under pressure and be able to answer a variety of questions including unexpected ones.

In many cases, this requires a great deal of flexibility in terms of both working style and schedule, especially in times of crisis situations. For example, when a negative news about the client gets into public or when media pose unpleasant questions, PR specialist is expected to respond promptly and efficiently in order to help the client retain their good reputation. To cope with such demands agencies need to ensure they have a top strategic PR person handling the account.

Sometimes, new challenges may demand for a change in the approach to reach our goal. Changing when things change and acting accordingly will only help in achieving our targets.

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