4 important skills aspiring PR pros won’t learn in the classroom

College PR courses can provide an excellent foundation for aspiring communicators.

From writing and editing to developing an understanding of the general concept of creating and running a campaign, these courses are a great starting point for students looking to land a job post-graduation. However, in an ever-changing PR industry, what we learn in the classroom doesn’t always prepare us for what the job will actually entail.

Here are a few elements of the industry that college students should anticipate quickly learning after jumping into an internship or entry-level PR career:

1. Media list literacy

Pitching is a craft, yet many colleges don’t emphasize pitching in their curriculums.

Familiarize yourself with is Cision or another PR software platform. Finding the right reporter to pitch is crucial to the success of your outreach efforts. Although these tools aren’t always perfect, they offer a solid starting place to find the right person.

Building media lists within these tools is one of the first things you’ll learn to do in an agency internship, and candidates who have an understanding of basic pitching skills stand out.

2. Mastering “B’s” and “C’s”

B’s and C’s in school mean something much different than B2B and B2C.