By Katherine Tankersley
As a Journalism and Advertising student interested in public relations, I am constantly looking for ways to develop my writing skills to prepare for career opportunities in public relations (PR).
I am a fully online student at Southern Illinois University Carbondale (SIUC). Unfortunately, only the journalism degree is fully online – limiting my ability to pursue PR specifically as a major. Therefore, I am always looking for opportunities to enhance my career prospects in PR.
SIUC recently obtained an institutional subscription to LinkedIn Learning for all students. My supervisor in The Center for Teaching Excellence, where I have a student employment position, encouraged me to take courses whenever there is down time. I am taking advantage of this opportunity to develop my writing skills while also exploring the specific techniques essential to becoming a successful public relations professional.
Two specific courses on the LinkedIn Learning platform, Top Tips for Personalizing your Public Relations Strategy by Andrea Holland and Public Relations Foundations by Deirdre Breakenridge, are excellent examples of PR-specific training that can be obtained through LinkedIn Learning.
LinkedIn Learning courses have provided me with key insights into the PR industry, offering valuable tools, tricks, and techniques to advance my career. Here are a few reasons why every early career professional should invest in LinkedIn Learning:
- Skill Development
- Tools and Technology
- Flexibility
- Networking Opportunities
Skill Development
One LinkedIn course I highly recommend all PR professionals completing is Top Tips for Personalizing your Public Relations Strategy from instructor Andrea Holland, which offers great information on how to effectively cultivate a PR plan that is effective and personalized.
Furthermore, there are many other courses that are offered that touch on specific skills sets that PR professionals can benefit from using.
Focused skill areas include:
- Target Audiences – Introduction to Social Media Strategy: Defining your target audience
- Product Management – Product Management: Building a Product Strategy: Why you need a product strategy
- Communication tools – Crisis Communication: Prepare for crisis communication
Tools and Technology
There are numerous tools available to PR professionals that support various aspects of the field. Deirdre, instructor of Public Relations Foundations highlights some of these tools, specifically ones that assist PR professionals in tracking insights and monitoring the activity of the target audience.
LinkedIn Learning offers specific courses on some of these tools, like Hootsuite and Buzzmo, along with other important technological tools that can assist professionals in launching successful PR plans.
In addition, several LinkedIn Learning courses offer in-depth guidance on effectively utilizing popular research tools like Deirdre mentioned in the PR industry, like Focus Groups and Surveys.
Flexibility
LinkedIn Learning is a tool that can be used on the go: during lunch hours, train rides to work, or slow weekends at home. By offering content in a flexible manner, individuals can improve their skills whenever and wherever they please.
The ever-evolving skills required of professionals working PR creates a stigma that those who aren’t continuously learning are falling behind. This platform offers the flexibility to stay ahead of the curve while seamlessly fitting into a busy schedule.
Networking Opportunities
The main aspect of cultivating a successful PR career is networking with individuals who share similar skills and interests in hopes that a mutually beneficial relationship can be curated in the future.
LinkedIn Learning gives professionals the opportunity to connect with other individuals who are exploring the same skill sets and share a common goal, which could produce potential business opportunities.
Many course creators on LinkedIn Learning, like Deirdre and Andrea, not only reference their own LinkedIn page, but also encourage learners to connect with them for further insight into specific PR topics and ideas.
When one posts their course certificates or notes from courses, they are generating useful content for their networking, establishing their expertise, and generating opportunities for engagement or search ranking, all of which leads to more connections.
PR is Evolving
The world of PR is constantly moving, changing protocols, processes and procedures as it develops. It is important for PR professionals to stay ahead of these trends to build strong reputations for their clients.
LinkedIn Learning offers multiple courses on how to navigate new technology that is making its way into the PR industry, AI being the forefront runner. Building Relationships with AI in PR is just one example of the many courses that are crafted to assist PR professionals in utilizing AI tools in their practices.
LinkedIn Learning makes it possible to become a top performer in the field, marketing skills that are crucial in advancing learners into a successful PR career. Through tailored courses and expert insights, professionals can master current techniques and effective practices.
Katherine Tankersley is a junior at Southern Illinois University Carbondale majoring in Journalism and Advertising and minoring in Communication Studies. She is passionate about sharing her writing and aims to establish a career in the PR industry.
Feature photo by Swello