In addition to our writing talents, PR pros are good talkers–always have been. You see it in meetings and presentations. We’re trained to be persuasive communicators, but organizations need more than just talk now. They are looking for creators of content across multiple mediums, all of which need to be shareable.

How can you evolve to meet this new need? Sign up for a course in photography, video production, web coding or online graphic design. Or go D.I.Y and learn at our own pace.

Regardless of the route, get out of your comfort zone and try something new. Start a blog that enhances your personal brand and demonstrates you’re a thought-leader. Record a podcast. Produce, edit and upload a video. If you’re really lucky, it might even go viral.

Put your creativity where your mouth is

Chief Content Strategist for Edelman Steve Rubel was one of the first PR bloggers. He’s responsible for creating and cultivating best practices in content strategy and for piloting innovative media partnerships that integrate paid, owned and earned strategies. According to Rubel, the democratization of video and visual production is an opportunity for PR professionals to become proficient multimedia storytellers.

Start with a deep dive into the three ways people discover content: search, direct or social. “Algorithms are the new intermediaries,” Rubel says.

Check out all of his advice below.

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Want to learn more about multimedia storytelling? Download the free ebook.  

Chief Content Strategist for Edelman Digital and one of the first PR bloggers, Steve Rubel is a digital communications thought leader. Find him on Twitter @steverubel.


About Martin Waxman

Waxman is a social media, content marketing and communications strategist. He conducts social media training and workshops and teaches digital strategy at University of Toronto. He is President of Martin Waxman Communications and one of the hosts of the Inside PR podcast. Waxman is a member of the South by Southwest Interactive Advisory Board and serves as chair-elect of PRSA Counselors Academy. Find him on Twitter @martinwaxman

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