Time for PR to raise the value of the oral word

Great new initiative from Stuart Bruce introducing his “A Minute with…” short video interviews with “people who have something interesting to say about PR, technology, current affairs or in fact anything that impacts on public relations professionals and business communicators”.

PR2.0 offers the potential to move from the largely silent era to the talkies. But if PR practitioners are to master online broadcasting, an ability to craft the spoken word should become a highly valued skill.  We pride ourselves on being expert in all forms of verbal communications – but oral skills have a lower profile than competency with the written word.  

Of course, in writing speeches or making presentations some public relations practitioners are involved with the spoken word, but the new challenge adds an immediacy and dialogue which have not been so prevalent previously. It would be good to see a new dedication to oratory – including narrative and story telling – alongside PR’s traditional mastery of the written word. 

If we are to maximise the potential of audio and video online, its time for PR to raise the value of oral (and non-verbal) communications.

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.