A PR Pro's Guide to Working with a Graphic Designer

Our world today is fueled by digital and visual content. As a soon-to-be public relations professional, it is likely you will be creating visual content to develop a relationship and engage with your client or company’s audience. However, you might not be an expert in design software, such as the Adobe Creative Suite (Photoshop, Illustrator and InDesign). It is likely you will have to work with a graphic designer to reach your creative goals.

Source: Stocksnap

Know your objective. What do you want to achieve through this visual content? How do you envision the graphics? Know what you want so you aren’t wasting your time or your graphic designer’s time because we all know time is our most valuable resource.

Be able to describe what you want, but give the designer some creative freedom. Before meeting with your graphic designer, write down what you want to you can easily explain what you would like to see in the design. However, remember that the graphic designer is the expert. You should give him or her some creative freedom because the designer knows what will look best and may even create something better—something you may have never imagined yourself.

Send the right files. Ask the graphic designer about the specific files he or she needs to start creating your graphic. By asking first, you will eliminate unnecessary back-and-forth emails.

Do not underestimate the time it will take them to complete the project. A graphic is just like any other piece of art. It takes a lot of time to make. Even the simplest tasks may take more time than you think. Be patient and understanding because you don’t want the final product to look rushed.

Take an introductory course in graphic design. Even if you aren’t an expert after taking an introductory course, it will help you understand the programs that graphic designers use to create your content. You will be able to understand graphic design jargon, making it easier to communicate with your graphic designer. Also, you will learn the difference between vector and pixel-based graphics. Especially when dealing with logos, you will understand that vector-based images can be resized without damaging the quality of the image.

Graphic designers and public relations professionals are both creative in their own ways, and we have one thing in common – we both communicate with our content. By knowing how to work with a graphic designer, you will be able to complete your job more efficiently, while making your client or company happy at the same time.

This guest blog post was written by PRowl staff member Megan Healy. 

Skills: ????

You've mastered your resume. All of your internships, jobs, and volunteer-work are perfectly formatted and described. You even designed a brand new header for yourself! But there's still one little section at the bottom that you just can't seem to figure out: skills. You certainly have skills, but what is best to put down when looking for a job in PR/Marketing/Communications? Check out some of the skills we think are best to put you at an advantage during your next interview:

Social Media - As young adults in today's society, it seems so mundane to actually know your way around Facebook, Twitter, and Instagram. But you cannot forget to mention that you do! As someone looking to work in the Communications field, it's very possible that social media will be a part of the job description. Outside of all of the social networks that you use personally, consider getting yourself familiar with a few more, like Wordpress, Pinterest, and Hootsuite.

( Source:Design Razzi )

Graphics - Though it may not be mandatory for PR Executive jobs, knowing how to use Photoshop, Adobe, or InDesign will help you stand out next to other candidates for the job. Chances are you will need to plan an initiative or promotional materials, and instead of outsourcing, you will be able to take the reigns on the project yourself. Having these graphics skills will make creating content for fliers, pamphlets, or invitations easier and just the way you imagine them for the client's needs.

Production - Just as design allows you to handle the creative side of your initiative, knowing minor production techniques will allow you work on additional types of projects. Learning about video and audio recording and editing is beneficial so that you can use these outlets to promote your client or organization. Job postings in certain industries, like entertainment, may even specify that these skills are preferred in the applicant.

Presentation - As an intern, you may be given the opportunity to sit in on business calls and client meetings, so presentation skills are always a plus. If you had to pass a public speaking course to receive your degree, make note & put down public speaking as a skill. Additionally, PowerPoint and Prezi are both presentation tools that you should be sure to mention your experience with to a future employer.

( Source: Location 180 )

Help, My PR Class Is Closed!

In the past few years, Temple University has seen an increase in the number of strategic communication majors, which is great! However, it doesn't always seem so great when it's time to pick classes for the new semester. Several required courses often have a limited number of classes and most don't exceed 30 students. With such a small window for some of these courses, there may be times when you find yourself without your desired PR class for the semester. Instead of filling that space with a general education course, take something that can actually help you grow as a PR student. Just because it isn't in the strategic communication department doesn't mean that it can't help you grow as a communicator.

Graphic Design One skill that is great for PR professionals is the ability to design promotional materials themselves, as opposed to having it sent out. Learning the basics of graphic design can be very beneficial and put you a few steps ahead of other PR students. 

Journalism It's a fact that PR professionals have to be strong writers. Taking a journalism course not only helps you to strengthen those skills, but it also helps you to learn what types of stories and angles attract journalists. That can be helpful knowledge to have when pitching stories. 

Photography/Videography The more well-rounded you are, the better. Gaining basic experience and knowledge in these skills allows you to step in and offer a quick fix if needed. If you still have to outsource for photography or videography, you also know how to determine the quality of their work. 

Website Design Learning and practicing HTML and CSS will go a long way personally and professionally. Although it's an invaluable skill to have, many PR students don't possess it. This is another resume booster that will put you a step above the rest. 

PR professionals are all about productivity and efficiency. If we can tackle an assignment ourselves as opposed to outsourcing, we will. We are detail-oriented thinkers that want to ensure every element of a campaign or project is handled professionally. Learning other skills makes you more well-rounded and gives you the ability to see a project through from start to finish. 

What are some other skills or courses you think are important for PR students to have? We would love to know!