Public Information Officer's Tool Kit - The Basic Tools for Communicators

Everyone needs the basics! This blog explains what the basics are and the importance of each production tool with examples.

COMMUNICATIONS TECHNOLOGY

Thomas Y. Lynch

3/14/20244 min read

In the dynamic and fast-paced world of public relations, effective communication is essential. As professionals in the field, we must wear many hats and possess a diverse skill set to successfully navigate the ever-changing media landscape. One of the key aspects of our job is production, which involves creating compelling content to engage our target audience. To achieve this, there are five essential production tools that every public relations professional should have in their arsenal

1. Laptop

These days a laptop is the cornerstone of any communication professional's toolkit. It allows us to work on the go, respond to emails, draft press releases, and manage social media accounts. With the ability to access the internet and run various software applications, a laptop is an indispensable tool for staying connected and productive. When choosing one make sure you focus on connectivity to your organization's network. This is crucial when you need to access information "back at the office". Utilize your IT department and tell them your needs. I use a MacBook Pro by Apple, it is my choice for several reasons its robust functionality and sleek design are unmatched - and most of all... it looks cool.

2. Video Editing Software

TikTok (if it's not banned), X, or Instagram? If you are not producing video content on these platforms... quit! Give your job to someone in the 21st century. In today's digital age, video content is king. Video editing software enables us to create polished and professional videos to share with our audience. Whether it's a promotional video, a client testimonial, or a behind-the-scenes look at an event, video editing software allows us to bring our stories to life. I'm an Adobe Creative Cloud Guy, the platform is the bible for most media producers. My weapon of choice for video editing is the industry standard Adobe PremirePro.

3. DSLR Camera

Yeah, yeah so you have a mobile device that has a camera (so what). I love the functionality of today's mobile device, but honestly, it is no match for a dedicated camera. A high-quality DSLR camera is essential for capturing stunning images and videos. Whether it's documenting a press conference, taking headshots for your organization's website, or capturing the atmosphere of an event, a DSLR camera allows us to create visually appealing content that resonates with our audience. I use the Sony Alpha a7S III. Yes, it is a beast but when I need true quality and I do not want to compromise it is my go-to.

4. Photo Editing Software

"I like the picture but can you edit out..." How many times have you heard that? Sometimes in my head, I say no...lol. However, it is vital to be able to make quick adjustments to photos. Alongside a DSLR camera, photo editing software is crucial for enhancing and retouching images. From adjusting colors and lighting to removing imperfections, photo editing software helps us create eye-catching visuals that command attention and convey our message effectively. Again, I'm an Adobe Creative Cloud guy, the platform has everything for media producers. My weapon of choice for video editing is the industry standard Adobe Photoshop and Lightroom.

5. Headphones

One of my mentors used to ask me what is more important - Audio or Video? I will do a blog on this conversation later. The answer may surprise you. But, good quality headphones are a must-have for communication professionals who work with video and audio content. Whether it's editing a podcast, conducting an interview, or listening to a client's feedback on a video project, headphones provide clear and accurate sound for a seamless production process. I use Beats Solo 3. Again, they are super cool, but the sound quality is top notch and they provide pristine sound. They also have great noise canceling, perfect for unwanted meetings that could have been an email.

In conclusion

These five essential production tools – laptop, video editing software, DSLR camera, photo editing software, and headphones – are vital for public relations professionals to gather, collect, and disseminate information efficiently. With these portable tools at our disposal, we can create engaging content that resonates with our audience and helps us achieve our communication goals. As communication professionals, it's important to stay ahead of the curve and embrace the diverse range of skills required in our multi-faceted profession.

Thomas Y. Lynch