How to think like a PR person

When an entry-level staffer asked me how to “think like a PR person,” it actually got me thinking—about PR. What distinguishes someone in our business? Here’s my list:

You naturally think in sound bites. But why do the cleverest ones come when no one’s around?

You work best against a deadline. The more brutal the deadline, the better.

You want to media-train everyone you meet. You sometimes have to hold yourself back from suggesting that strangers “headline” their answers to questions.

You’re a voracious consumer of media and content. From specialized blogs to SlideShare, you love to compare different versions and newscasts about a breaking news event.