"PR Superpowers" Study: Language and Multitasking Dominate
The latest PR Trend Monitor from news aktuell and P.E.R. Agency shows that, among PR professionals, eloquence and multitasking are considered the most important superpowers in day-to-day communications.
"PR Superpowers" Study: Language and Multitasking Dominate Everyday PR Work
What skills set PR professionals apart? The latest PR Trend Monitor focused on this question. News aktuell, a dpa subsidiary, teamed up with P.E.R. Agency to survey PR experts about which “PR superpowers” they’ve mastered particularly well in their day-to-day work. The results of this “PR Superpowers” study are clear: eloquence and multitasking top the list of the most frequently cited skills.
According to the press release, the survey was designed with a tongue-in-cheek nod to summer—and thus sheds light in an entertaining way on what communications professionals accomplish every day. Behind this playful approach, however, lies a serious message: The PR industry places high demands on the versatility of its professionals.
Language Skills as a Core Competency in Everyday PR Work
It’s hardly surprising that eloquence was voted the most important PR superpower. Every day, communications professionals craft press releases, statements, and strategic messages—precise, tailored to the target audience, and effective. The ability to convey complex content in a clear and compelling way is considered an indispensable foundation of all professional PR work.
At the same time, the “PR Superpowers” study shows that multitasking is perceived as equally crucial. PR professionals juggle projects, deadlines, media inquiries, and crisis scenarios on a daily basis—often simultaneously and under time pressure. According to the study, the ability to coordinate multiple tasks simultaneously while maintaining high quality is among the most sought-after skills in the profession.
news aktuell and P.E.R. Agency, the organizers of the survey
The PR Trend Monitor is conducted by news aktuell, a subsidiary of the German news agency dpa, in collaboration with P.E.R. Agency. The survey is aimed at PR professionals and, according to its organizers, is intended to provide insights into current developments and self-perceptions within the communications industry. News aktuell is headquartered in Zurich’s Prime Tower and is well established as a platform for distributing press releases in Switzerland.
