According to Encarta’s online dictionary, multi-skilled can be translated to “possessing many skills; trained and capable in a large variety of skills or activities”.

With thinning publications (and plenty shut-downs) as well as the developing digital landscape it is more essential than ever before for Public Relations specialists to be multi-skilled. But what does that mean for the PR practitioner in South Africa? Thinking outside the box simply won’t be enough – you’ll have to make a new box.

Consider the following options:
• Blog: encourage your clients to start a blog to build an online community and to engage with their customers. Generally, time to write for the blog is problematic. If you have direct access to the MD you’ll be able to ghostwrite on their behalf. Content should be authentic and valuable to the audiences so it is important to be up to date with the goals and objectives of the company.

• Social media press releases: include video clips, photos, podcasts, etc. with your online press releases and optimise it with keywords for Search Engine Optimisation (SEO).

• Get involved: encourage your clients to participate in online discussion groups, forums, etc. Make sure that when the company is mentioned, the client is aware of the discussion in good time.

• SEO: Get clued-up on technology such as SEO and advise clients on suitable options that can be built into their current website structure / online presence to maximise their visibility in searches by potential customers.

The point is, be as skilled and digitally advanced as possible and where you don’t have the personal knowledge, get reputable suppliers in the industry so that you can outsource to specialists when needed.

Happy box-building!