1. Ability to work a reporter beat. A successful PR professional should be able to recognize and evaluate stories within their brand much like beat reporter does for a news outlet. We live in an era of constant news and advertisements so only the best content will be received by audiences. Those who can make their brand stand out will find success.
2. Content creation skills. The ability to effectively write in a variety of ways is essential to success in the public relations field. Your writing ability can be a great way to separate yourself from the other candidates as can a rich understanding of multimedia.
3. Strategic thinking ability. Public relations professionals who can think about the big picture while completing their own responsibilities will achieve the most success.