Three Qualities PR Professionals Can’t Afford to Lose – and Two They Need to Gain

February 18, 2016

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My husband was a great fan of David Bowie and really grieved for him when he died. When he heard the news he changed his Facebook profile picture to his favourite Bowie image and played his music every night for at least a week. I also liked Bowie’s music but not to the same extent. What I really admired was Bowie’s ability to reinvent himself while remaining true to his craft. To me, this is his true legacy and there are lessons we can all learn from his shape-shifting mastery.

Much has been written about the PR industry’s transformation and the new skills and attitudes needed for success. There is no disputing change is necessary, but what should we keep? What qualities are still true north for our profession despite the social revolutions, economic tidal waves and technological innovations that are irrevocably changing the communications landscape? Here are the three qualities I believe we can’t afford to lose and two we need to further develop.

Read the full article at the Center on Reputation.