Working in the media requires creative and interpersonal skills, writes John Downes.

Let's try something out. Take a blank page and write the word "business" in the centre of it. Now, circle it and try to think of as many words as you can that have to do with business.

Be as creative as possible and think of things that don't come to mind immediately.

Now look at the results. Have you seen any new angles to the word "business" that you might not have thought of before? The chances are that, between yourself and your classmates, you probably have.

It might surprise you to know that by taking a simple word and spotting its potential for development, you are doing what many people in the media regularly do in their day-to-day work- using their creativity to "think outside the box".

As the presenter of a daily news-focused radio programme on RTÉ, presenter Joe Duffy says this is a key skill that his job requires.

The capacity to move a story on or to develop a new angle to something that may already be hitting the headlines is crucial.

"The ability to spot a story and spot what will make people talk... I think that's creativity," he says. "For example, I always say to people coming to work on [ my show] Liveline: ask yourself what is the difference between Liveline and any other programme?"

It is also important to build on your experiences as a journalist, Mr Duffy believes.

"The great thing about our business is that, with every single thing you do, you're learning. It's amazing how things come back and help you... as you hone your instincts, you are learning."

Part of the skill of interviewing somebody is knowing when not to speak, he adds.

"You need to let people talk. When there is a pause, you need to decide whether they need help, or to let them tell a story. You are making them feel at ease."

Getting people to feel comfortable in your presence is also important in another key area of the media - public relations (PR) - according to Kieran O'Byrne, managing director of PR firm Hill & Knowlton Ireland.

"Your clients have to trust you. Anything you hear is like being in a confession box," he says. "But we also have to believe in the client, and what they do and what they sell. It is very hard to talk up a product you don't believe in."

Another part of this key interpersonal skill is the ability to listen to your client's needs, he says.

"I find it funny when I see people coming into interviews who don't listen," he says.

"You have to be able to listen... you have to start with identifying what their messages are. Whereas they might have been focused on getting their product to market, you need to get them to look at what they want to say about themselves."

Mr O'Byrne believes such interpersonal skills can be learned. Indeed, his own background - he has a masters degree in zoology - shows how important it is to be adaptable in one's career.

"You can't beat life experience in PR terms. The more life experience you have the better," he says. "What I look at as an employer is the diversity of skills within the company...I always look for people who have a broad education and life experience.

"I want to see something different, a spark in a person, or a hunger."

In the advertising sector of the media, having a genuine interest in people is also important, believes Ms Deborah Brannelly, general manager of recruitment advertising with McConnells advertising company.

"Some of the best campaigns we've done have been as a result of just sitting down and chatting with people. Simply getting you to tell me what you're thinking."

In this respect, an outgoing personality is important, but this must also be accompanied by a thorough knowledge of the client's business, Ms Brannelly stresses.

In a deadline-driven business, it is essential to be very organised. "You need to be very methodical and always a step ahead... and to be keeping abreast of developments," she says.

This includes being aware of other campaigns and having the confidence to advise your clients as to what will and will not work for them, she says.

"I take a brief from a client and go to the studio with it, but I would vet it before I send it to my client," she explains. "You have to be able to trust your judgment that you know and understand their business - and what they need to do."

Next week: Marketing/sales

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