More Than Just Writing: Top 3 Additional Skills You Need for a Career in Communications

Beyond the Classroom

Last year, I graduated with a bachelor’s in public relations and began my first job working in the communications field as a social media and digital content coordinator. While I learned a lot about writing, media management, and strategic thinking as part of my degree, I soon realized I needed additional skills that went beyond what I learned in the classroom. Keep reading to learn the top three skills I recommend new communications professionals familiarize themselves with.

1. Design

I’ve found design skills are very important for a career in communications, particularly if you frequently create content for social media. While we do have an in-house graphic designer in my organization, I need to create graphics for my content more often than I expected. I would highly recommend having a basic working knowledge of the Adobe Creative Suite, particularly Photoshop and InDesign. Are these beyond your skill level? Check out Canva, a simple, free online graphic design tool or Adobe Spark, one of the latest additions to the Adobe Suite. Spark is my personal favorite. It is similar to Canva, but you have the option to upload your brand colors and logos, so you can make sure every image you create is on-brand.

2. Videography

Videos are at the forefront of the media now. I create several videos a month for my organization, ranging from simple photo slideshows to more complex videos with actors and graphics. Creating videos provides the opportunity to have more diverse content, as well as share your brand or organization’s message in a fun, creative way. In my experience, technical skills and creativity are equally important. You need to know how to make your content engaging, but you also need to know how to edit the video and export it into a useable format.  For more advanced users, I recommend Adobe Premiere. While the software can be a little overwhelming at first, it offers the ability to edit your video precisely and provides professional-quality results. For the casual social media user, I’m a big fan of iMovie (both app and desktop version), as well as the app Quik, for easy, on-the-go movie making.

3. Data Analysis

I love being creative and coming up with new ideas for social media and web content. However, I’ve learned I need to show how the content I’m putting out benefits my organization. This is where data analysis comes in. By using web and social media analytics tools, you can tell which content performs better and why. Knowing how to read the data and turning it into understandable charts for managers, shareholders and other audiences shows how your work contributes to the company’s goals, as well as demonstrates your worth to the company. I would recommend communications professionals familiarize themselves with basic tools such as Google Analytics and Facebook Insights.

Be Prepared

While writing and traditional media skills are important, the communications profession is transitioning to a more all-encompassing role. By learning design, videography and data analysis, you can be prepared for whatever your career throws your way.

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About the Author

My name is Nicole Onken, and I’m a digital content professional living and working in Iowa. After graduating in 2017 from Iowa State University with a bachelor’s in public relations, I began working at the Ames Convention & Visitors Bureau as their Social Media & Digital Content Coordinator. I’m passionate about the field of communications, and I love that my job gives me the opportunity to turn my media addiction into a career! When I’m not busy working, you’ll find me at a yoga class or out for chips and queso with friends. I’m a member of the AWC Greater Des Moines Professional Chapter.

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