The figure of the publicist has evolved along with new technologies and the emergence of new needs in its customers. The portal with four experts on the key points to highlight the resume of these professionals.
Initially, in a brief profile, their interpersonal skills, verbal and corporal expression should be highlighted. These aspects strengthen its development in public relations, because through these it communicates, makes known and attracts potential customers.
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Due to the constant approach with clients, partners and collaborators, these professionals need to “know how to negotiate, convince and defend the creative proposals they present, as well as have the ability to adapt to change, which in the nature of the sector is a constant,” says Pablo Arango, country manager of DNA Outplacement.
Knowing about sales strategies, marketing and cost planning is vital within the experience of an advertiser.
According to Manolo Perdomo, advisor in communications, design and marketing, the publicist must “know and be in synergy with all the actors of the process, this includes their colleagues, bosses, customers or suppliers, so the ideas will flow. To work in advertising, you don’t have to be afraid to give your opinion and propose your points of view.”
In the curriculum of the publicist, it is also expected to find knowledge in writing, digital platforms, editing and creation of images, audio and video.
Since digital expertise is necessary in advertisers, César Mutis, Marketing Director of LNB, recommends that “if you have more experience in operation, the management of Adobe’s creative suite is visible. In the executive sphere, priority is given to the management of numbers, sales and marketing strategies and the use of programs such as Excel, Word and PowerPoint.”
“For recruiters it is very important to be able to see with their own eyes the work of a publicist focused on graphics and audiovisuals, either as a collaborator or as a creator. These can be displayed through a ‘demo reel’ with digital files at a ‘web’ address, personal blog or virtual portfolio,” advises Arango.
With the above, projects that reinforce the focus of each advertiser and that allow them to be more suitable for a job offer should also be highlighted. You have to “review the graphic and creative portfolio if you are specialized in graphic design or if you have held positions as a creative writer or strategist. If the profile is executive, campaigns or projects are highlighted where there was customer management, proposal development or ‘front’ to the client, “says Mutis.
Although these professionals must be highly creative with all their ideas, they must also have “a broader picture about the execution of sales and marketing, since with this they can become more assertive in the proposals,” concludes Jesús Zuleta, director of Operations of Tribes, Marketing and Advertising.
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