Great PR experts have these qualities

• An interest in the topic they are writing about to the point that they can not only relay everything in the media release but include important facts to go with the press release that the journalist would not have easy access to including the sources.
• Knowledge and background on the journalist. Understand what the journalist writes about and whether or not they have written too much on the topic you are trying to pitch, as it will be less likely to run.
• Creative publicists make journalists jobs a lot easier. Finding ways to make front page stories interesting means less work for the journalist who has put in a long day with little real reward, just a low pay check that they know they deserve more from.
• No typos: It’s true, journalist hate typos. People like me should never be writing press releases especially if I am too lazy to proof check.
• Honesty: If you don’t trust your client, don’t write about them and certainly don’t pitch them to a journo. I remember years ago I thought a particular new client who was referred by a friend was full of shit. He was. And it got worse, when the journalist at The Australian worked it out, he threatened him with his life. I died inside and apologized profusely. Luckily for me I think the journalist felt sorry for me that I was so naive as to how these people operate. Payback was a bitch and for years, that guy was splattered all over A Current Affair.

A good public relations offer plans, develops, and puts into place and evaluates information and communications strategies that present an organisation to the public, clients and other stakeholders. They also promote good information flow within organisations.

Certain tasks that PR officers perform include:

• Monitor media articles and public opinion
• Develop and implement communications strategies for an organisation and advise management on any issues that may arise
• Develop key messaging guides for the organisation and for key spokespeople
• Respond to all media inquiries
• Write, edit and arrange production of newsletters, in-house magazines, and brochures
• Write speeches, prepare visual aids and make public presentations
• Organise special events such as open days, visits, exhibitions, tradeshows, seminars, websinars.
• Plan, develop and manage brand identity
• Procure sponsorships

For the  PR people that have that extra special something to bring to the table:

• Have a Twitter account with more than 20,000 followers
• Follow every journalist in your book and more
• Write tweets to every journalist that you are pitching to so they remember your name and pitch
• Connect with every journalist on LinkedIn
• Connect with every journalist on Instagram

Then last and not least, join www.sourcebottle.com

Single, yet effective!!!!