Let’s face it, being a public relations professional is no walk in the park. Those of us who’ve been in the industry for 15 or more years knows if you’re dedicated to being great in this awesome field, hard work is mandatory and always pays off.

By being good, I don’t mean you know how to browse through your cell phone, call a media friend and get a great hit for a client immediately.

That’s being good in one aspect of our job.

Being good in this profession means you know how to strategically place stories for clients, or your company if you’re in-house, you know when to tell them their ideas aren’t good and can take the reigns when a great strategy needs to be in place.

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