Some of my colleagues and I had a discussion about what could be a good growth path of a PR professional in terms of work profile and these are what some of us agreed upon, subject to further discussion:

1. Inculcating PR style newspaper reading and studying habits – Scanning newspapers for relevant news items, identifying important clips/ news footages, understanding different types of media, journalists and their beats and styles of writing, stories, etc.
2. Understanding of client business and industry
3. Basic reporting documentations – Mastering use of templates and tools for daily media monitoring reports, monthly PR activity reports, Scope of Work, ad-value analysis reports of media clippings, analysing a media story, etc.
4. PR writing – Media invites, press releases, written Q&As, etc.
5. Familiarisation of dealing with the media – media follow ups on press releases and RSVPs, media rounds, etc.
6. Research – Secondary research on the Internet, media dip stick studies, more understanding of client business, requirements, competition, issues, and industry
7. Basic Client Servicing – Day-to-day client correspondence, updates, etc.
8. Organising media activities as part of a team – Pitching media interactions, organising press and other events, coordination with third parties and office branches, etc.
9. Developing good contacts with the media
10. Organisational abilities – Dealer meets, store openings, anniversary celebrations, partnership opportunities with the media, etc.
11. Planning – Developing PR activities plan and conceptualisation of events, working on new client briefs,
12. Intermediate writing work – PR plans, background information documents, spokesperson profiles, journalist and media profiles, etc.
13. Intermediate Client Servicing – Updates to clients on status on organising PR activities and ideas, client counsel on issues, presentation of plans and ideas, etc.
14. Ability to handle and sustain multiple client accounts
15. Advanced writing – white papers, speeches, case studies, brochures, website contents, newsletters, etc.
16. Ability to lead a team and motivate team members – honing leadership skills
17. Advanced client servicing – Strategic counsel on clients’ businesses and long-term planning, spokesperson media training, etc.
18. Foray into other PR disciplines like investor relations, crisis communications, and public affairs
19. New business development – Expanding network in the media and industry, getting new businesses, etc.
20. Ability to lead multiple teams and head a business unit within an organisation (or ultimately the organisation in case of an agency)
21. Representing an organisation as the spokesperson/ PRO to the media, stakeholders, etc.