It comes down to five factors:
1. They listen. Effective PR pros keep quiet, watching for group dynamics and nonverbal communication. Then they ask probing questions in a thorough, systematic way—all before offering their own insights or recommendations. They continually pay attention to voluntary and involuntary feedback, adjusting the campaign as needed.
2. Their vision gives context for decision-making and communication. Their strong analytical abilities help clients and executives make difficult but informed decisions. Within the given context, the effective PR pro knows how to communicate to those stakeholders. Without context, even solid facts or defensible positions can be disregarded or overlooked.
3. They distill complex thoughts into accessible messages. Enough said.