Without a doubt, there are three keys to fundamentally being a great agent of Public Relations. You have got to be Professional, Personal, and (going into this century) Technology savvy. All of these aspects are important in mastering the art of Public Relations.
When serving your company, the client that you work for, or the public, how you practice PR says everything about how you can handle their needs and dictates "the trust factor." Being professional comes with the need for your own personal code of ethics and applying those morals in your decision making process. Being professional also in tales a need for transparency with with the company to the client and the public. Your morals reflect the company's morals.
How you carry yourself professionally also influences how your media counterparts see you. And how the media sees you often reflects on how the public tends to see you.
Odds are, you are not the only PR agent out there that has top notch professional skills but a friendly, caring personality can give you the upper hand. The best way to describe this would be the "Extra Mile" Syndrome, putting that extra effort to let the client and the public know you care about their needs.
Being personal means always having a warm smile on your face, being ready to go the distance to maximize efficiency for your clients needs, and saying "thank you." Sometimes that last one will mean a world of difference and gives the strong impression that you and your company truly care.
In case you have been living under a rock for the past eight year, this is the 21st century that we're living in now and technology is the ruling factor. Thanks to the Internet there is a higher demand for information and to have it as fast as possible. And as new tech savvy generations grow up in this time and age, it's important to ad hear to their "digital appetite." That's why we have to use the materials right here in front of us to give them what they need with the use of user friendly websites, e-mail and blogs.
Technology was a huge factor in President-elect Barrack Obama's campaign. Through the internet he was able to connect with his constituents and (what do you know) created a sense of "Personal" relationship with them. With the power of the Internet, the world is becoming a much smaller place than it was and technology is a powerful force in your pocket in such global community.