Students today, leaders tomorrow; Axia talks PR at UNF

3 qualities you need for PR success

A PR expert with these three qualities is what you should be looking for.

The public relations game has changed drastically since the introduction of the 24-hour news cycle. It’s no longer sufficient to draft news releases, run campaigns and manage crises. While the methods have changed, the heart of PR remains the same.

Students today will be decision-makers tomorrow. The next generation of PR professionals looks to current leaders to guide it. Axia Public Relations’ CEO Jason Mudd is doing his part to help shape the future of PR. He understands the changing landscape and the importance of blending the old with the new in PR tactics. Joined by other experts at the University of North Florida (UNF), Mudd gave advice on the qualities every PR expert should have.

Be skillful, careful and diligent.

Skill is the craftsmanship. Care is the heart you exhibit for your client, audience and cause. Diligence is the energy you dedicate to doing it right and doing it well. You should perform every PR task with these characteristics in mind.

Be ethical.

Perhaps the most important to PR, Mudd spoke extensively on ethics. He asked students, “Will you be proud of this decision 10 years from now?” The Public Relations Society of America has a strict code of ethics that all PR professionals should adhere to.

Do what you say you're going to do.

If your name is your brand, then your brand is your reputation. Especially in public relations, it’s always important to maintain good relations with clients and colleagues. Nothing discredits a PR professional more than not doing what he or she has promised.

Joining Mudd on the panel discussion were the following experts:

David Clark: The regional director of philanthropy at Children's Home Society of Florida, Clark addressed the importance of writing and the need to write well. Rarely do we take a PR professional seriously if he or she can’t write.

Holly Morse: The director of V is for Victory, Morse encouraged students and professionals to be themselves and to be confident. In the age of changing technology, everyone is learning something new. Don’t be afraid to take strategic risks.

Stacey Steiner: The digital director of Client Focused Media (CFM), Steiner advised students to treat social media as if someone could hack it at any moment. Be careful what you post. Messaging and tone also matter.

While no one can predict the future of public relations, Axia and other leaders are seizing opportunities to form it. Every company has different PR needs. Download Axia’s complimentary e-book Maximizing Your Public Relations Investment to be sure your company is moving forward with the right PR solution.

J. Promise Gainey is a public relations student at the University of North Florida. She is bilingual and has completed PR projects in Spain as well as in the United States. Most of her work has been for universities and nonprofits. She is a first-time guest blogger for Axia Public Relations. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.