Southwest Airlines Professional Communications Certification Practice Exam

Which of these is NOT a skill associated with public relations?

1. Crisis management

2. Networking

3. Selling

4. Communication

The correct answer is: Selling

Selling is not typically considered a core skill of public relations. Public relations focuses on building and managing relationships between an organization and its various publics, including customers, employees, stakeholders, and the media. Key skills in public relations include strong communication abilities, which encompass both verbal and written skills necessary for crafting messages, press releases, and other forms of communication intended to inform and engage audiences. Crisis management is another essential skill, as PR professionals often need to navigate challenging situations and mitigate negative impacts on an organization's reputation. Networking is also critical, as establishing and maintaining relationships with influencers and media contacts can significantly enhance the effectiveness of PR efforts. While selling may involve some aspects of communication, it primarily focuses on persuading customers to purchase products or services, which distinguishes it from the broader relational and reputational objectives of public relations.