Public relations can be a grueling profession. We often speak of long days and even longer nights, our constant connection to BlackBerries and frequent trips to the coffee shop that keep us “buzzing.” However, PR is so much more than that.

We go the extra mile because we have a passion for our clients and for the work that we do. It takes a special kind of individual to thrive in the fast-paced PR world and as I continue along my path of becoming indoctrinated into the profession, I have realized that certain traits are necessary to stay ahead (and be of value to clients).

• Tenacity. While not every client will challenge your ideas, it’s important to express your opinions and ensure your clients that you know what’s best for them. It is your responsibility, as a PR professional, to be a source of information. Being persistent and voicing your thoughts is an important part of this profession, as people are coming to you for guidance, advice and ideas.
• Patience. Something I always tell people is that “patience is a virtue.” Staying cool, calm and collected under pressure is imperative. Not only do you need patience with clients (and hopefully they reciprocate), but also in high pressure situations. There is always the chance that something may not go as you planned and when that happens, you must be prepared to remain calm and handle whatever is thrown your way in a composed manner.
• Determination. One rule in PR? Never give up. Much like we learned at a young age, giving up should never be an option. Will you run into obstacles? Of course! Is there adversity in the profession? Absolutely.  It’s your job to find a way around the challenges in front of you. Whether it’s getting an interview, pitching a story idea or simply trying to serve as a resource, being strong-minded and persistent will get you much farther than sitting back and letting things happen. Just remember – when you are not working towards something, someone else is.
• Vivaciousness. Now that’s a word! PR requires energy, and lots of it. Public relations requires enthusiasm and OOPMH! If you are not excited about the work you are doing, why would anyone else be? As a PR professional, you need to take whatever it is that you are working on and light a fire under it!

These are only a few of the many characteristics a good PR professional must encompass, but the fact of the matter is that if you are looking to work in this industry, you need to be willing to put in the work and do so with professionalism and high spirits.

What other traits do you find to be necessary ?