Five Traits of a Successful PR Professional…Really?

The trade publications and web sites that serve the public relations industry frequently opine about the skills and characteristics required for a successful career in our field.    In one such article, published by PR Daily, the author made a list of the top five “key traits” presumably shared by successful PR practitioners.   According to this author, they are:

Thick skin
Resiliency
Attention to detail
Creativity
Relationship builder

In the spirit of debating a fellow PR type, I must respond:  Really?   Really?

As I look at this list, I can in all honesty suggest that these same traits also hold true for the successful podiatrist, tree trimmer or ballpark beer vendor.   I do, of course, generally agree with the author; however, in my opinion, the traits that really make for a successful career in public relations begin quite some distance north of this list. 

 Here are another five traits for consideration:

Business acumen: Everything we do is tied to the business objectives of our clients.   Successful PR professionals have the ability to analyze and comprehend complex business challenges and develop business communications strategies that move the needle closer to the desired end results. 

Journalistic skills:  We communicate on behalf of our clients.  And even in today’s evolving social media world, the principles of telling the client’s story in a way that is clear, factual and compelling remain the same.   This holds true for everything from strategic corporate message development to working with the senior editor of an international business news outlet.

Adaptability:  In the agency setting, PR practitioners deal with a wide array of clients in similarly diverse industries – and their communications needs can change from minute to minute.  It is our job to adapt and change our thinking to meet their needs.   

Leadership:  Our clients look to first as trusted business advisors; they hire us to lead them through the communications strategies and processes that will address their bottom-line challenges and objectives.  We do the same for our own teams of colleagues.  Leadership is a complex process, and it is absolutely essential for a successful public relations career.

Tenacity: Despite outward appearances, this really is a tough job with every possible type of business challenge, very high client expectations and a very long line of competitors eagerly waiting in the wings.  If you are going to succeed in public relations, you genuinely have to be better than the next guy.  You must learn to never take “no” for an answer and, if they do tell you “no,” figure out how to convince them to say “yes.”  Our clients tell us that our “pit bull” approach to program implementation is one of the reasons they prefer to work with us.

Like the author of the original PR Daily article, I could go on for days about the qualities that make for a successful public relations career, but these five remain at the top of my list.  

What are your top five?

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