Chapter 4: Strategic Messaging

PR Pro Advice: Heather Whaling, Founder & CEO, Geben Communication

Advice for Students

Heather Whaling

Writing is still the most important skill. It’s amazing to me when we look at resumes and cover letters. No matter what facet of PR you want to get into, at the core you’re a communicator so you have to be able to communicate effectively, especially in the written form. It can be even harder to write for social because you have to be succinct and clever and creative in 140 characters, which can be really tricky. But having the ability to write for diverse channels is really, really important. It’s something that people think isn’t as important, and it’s more important than ever.


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