[To comment: larry@larrylitwin.com]
 
A couple of years back, one of my Wilmington University students interviewed me for her Mass Communication course. Krista Fowler has launched her personal website to showcase her portfolio as she perpares to enter the “real world.” Here is the link to her inaugural blog:
 
http://www.kfowlermarketing.com/blog or:
 
http://kmfowler.weebly.com/blog/do-you-have-what-it-takes-to-be-a-public-relations-professional (you may have to copy and paste this)
 
and here is the link to her website (good going Krista — I am proud of you. You have a bright future):
 
  
Social media has taken the world by storm, and the need for companies to maintain their public image in today’s internet era assures growth in the public relations field. Larry Litwin, APR, Fellow PRSA, a professor at Wilmington University with 45 years of experience in public relations, provided insight for writers interested in the profession.

Litwin, author of The Public Relations Practitioner’s Playbook and The ABCs of Strategic Communication, explained that PR professionals must always be on their toes. “You can have a plan for the day, but in any instant, it could change,” Litwin commented while recalling times when he began his day focusing on media relations, but after unexpected events, quickly switched to crisis communication.

You can have a plan for the day, but in any instant, it could change.
To stay current in the PR industry, Litwin recommended continuing education. As a member of the National School Public Relations Association, he mentioned that he attends seminars to share ideas and learn about the latest industry trends.

Litwin revealed factors of public relations which caught him by surprise, and said, “I had no idea how many hours I would put in. Sometimes I work at least 10 hour days and weekends, but I still love it!”

If you embrace the profession, it will embrace you back.
The must-have skills that PR professionals need, according to Litwin, are excellent writing skills, and the ability to build relationships and orally communicate with people. For anyone entering public relations, he said, “If you do your job properly, you will gain a great deal of satisfaction. If you embrace the profession, it will embrace you back.”
 
[To comment: larry@larrylitwin.com]

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