| Managers | Staff members | |
|---|---|---|
| Leadership and team management | 35% | 21% |
| Social media skills | 35% | 32% |
| Marketing content in new ways | 31% | 24% |
| Understanding audience data | 28% | 16% |
| Entrepreneurial skills | 25% | 22% |
| Fluency with data | 25% | 21% |
| Conducting audience research | 23% | 14% |
| Understanding best practices | 19% | 12% |
| Knowledge of business of media | 18% | 13% |
MANAGERS6: Skills managers are likely to want more training in
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About the Author: Laurie Beth Harris
Laurie Beth Harris was the Editorial Manager of the American Press Institute, and lead writer of API's morning newsletter, Need to Know, until May 2018.
She is the former copy fellow at Southern Living magazine. Laurie Beth is a graduate of the University of North Carolina at Chapel Hill's School of Journalism and Mass Communication. While at UNC, Laurie Beth served as copy desk editor at The Daily Tar Heel.
