As we have discussed, public relations is becoming much more involved in creating content and strategies for the social media platforms of their own organizations or for clients. This has led to PR careers for not only those possessing traditional PR skills, such as strengths in communications, graphic design and journalism, but also those with certain high-tech (see Search Engine Optimization discussion) skills and marketing research expertise. This is evident in the need for people who can interpret the information provided by online social media listening tools that PR professionals are using to monitor what is going on in the social media world (see Market Monitoring discussion).
Additionally, PR is quickly moving to video-driven content as its main form of communicating with media outlets. This will also present public relations employment opportunities both in front of the camera (e.g., content presenters) and behind the camera (e.g., video editors).