To be successful in the job market, today's PR graduates need to be good communicators. Not surprisingly, good oral communication and written skills are essential. However,flexibility is also important.In addition,it is important to meet deadlines.PR practitioners use all forms of media and communication to build,maintain and manage the reputation of organizations. An awareness of what is current in news items, and a passion for finding out new information,are necessary skills. PR is no longer a matter of dealing with traditional media and traditional channels, such as writing press releases for newspapers.There is a whole range of new communication tools, including blogs, wikis and podcasts. Consequently, knowledge of social media, and the new media channels and tools for targeting prime stakeholders,is essential for today's PR practitioner. Edelman, the world's largest independent PR agency, lists the following as necessary skills on their UK graduate scheme website:good written and verbal communication, good interpersonal and teamworking skills, creative flair, commitment, enthusiasm and ambition,the ability to present ideas and concepts convincingly, commercial awareness, good time management and organizational skills.