Be intelligent communicators
It’s not enough to have the nerve to start a conversation or do a media pitch by phone, email, or Twitter. In PR, you have to lead the conversation to achieve the best results. PR demands intelligent communication and an innovative and exciting approach. This will ensure you become a trusted advisor who provides great value to your client or company.
Be stress resistant
A PR professional is often a middleman (or woman). Whether you’re in-house or agency, you have to deal with various parties: CEOs, stakeholders, editors, journalists, suppliers, etc.
Being in the middle creates the dilemma of how to make everybody happy at the same time while achieving your PR goals. This is exceptionally hard—sometimes impossible.
However, dealing with the demands and challenges of clients and journalists is part and parcel of the PR profession and you need to accept this. Keep strict control over your emotions. A clear mind provides the only chance to move forward and not become bogged down in a stressful deadlock.