We let the facts do the talking.


Part 1

How to keep yourself updated about the latest PR trends?

You’re a PR professional with a master’s degree from one of the most renowned colleges. You have several years of PR experience to your credit. Mission accomplished. But before you give yourself a pat on the back, understand that it’s only the first half of your mission that is accomplished. Learning never stops, and it holds true to the field of PR.

Careers in the field of communication are more dynamic today than they ever have been. With the relentlessly evolving media landscape, new digital tools being invented every year, and audience preferences constantly changing, it is essential that PR professionals proactively update themselves and keep up with the latest or risk fade into obsolescence. If you don’t evolve, it won’t be long before you are lagging behind not only your own colleagues but your competitors. This applies to professionals in every field and at every level.

I recently got my certification from the Chartered Institute of Public relations (CIPR), one of the finest institutes in the world. They offer various kinds of PR courses for professional development, and though I have been in the industry for seven years, the course helped me broaden my horizons even further.

Continuing professional development is imperative because it ensures your relevance and competence. It’s a never-ending process that must be sustained throughout a career as it is a vital component in any PR professional’s toolkit. Employees who express diligence about their own personal development are seen as highly promising, and an appetite for learning shows you’re not only devoted to your role but also proactive in learning and doing more than what’s expected of you. Such employees tend to bring a continuous development spirit to the workplace by expecting more of themselves and their team and sharing their learning for the benefit of all. These professionals become the PR leaders of tomorrow.

Next week, we will discuss the benefits of pursuing education while in the profession and a few other steps that you can take to enhance your professional journey.


Reem Masswadeh is Client Services Director at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |