What good is being a public relations major?

When I was interviewing for the position I currently have with the Church (Product Manager for Web Analytics and Feedback), it inevitably came up that I graduated as a Communication: Public Relations major. My to-be boss asked, “Is web analytics in line with your career goals, or is somewhat of a side track?”

That wasn’t the last time that was asked, too. As I have thought about my answer, here is what my public relations training has helped me bring to the table:

• Big picture thinking – Public relations requires you take a step back and not just consider the promotional efforts, but, for example, how this or that announcement will have an effect on a given segment of your audience. In my current role, I get to see the trends and holistic experience.
• Research –  Good public relations is founded on a clear understanding of what your stakeholders and audiences value and being able to communicate that effectively–which means research and evaluation. Your qualitative and quantitative data drive solid decision-making because you can tell the full story.
• Integrated Marketing Campaign – In some respects, this might be unique to my particular opportunity,  but I learned so much from working with advertising, creative, and journalism students in creating an integrated marketing campaign. As the account executive, it taught me how to evaluate our organizations talents and strengths and put them to use. I learned the power of synergy and the ability to see the moving parts and account for them.
• Interpersonal Skills – Can you have good relations without it? From team collaboration, presentation after presentation, meetings with stakeholders, negotiating strategy, accounting for organizational behaviors, you learn to find the right approach that adds value through relationships of trust.

Above all, being a public relations major taught me how to look at the world around me and identify how I, my cause or my organization can make a lasting contribution.