What should be in a PR pro’s briefcase?

From the tangible (a notepad) to the intangible (fearlessness), the author shares four things a PR professional should never be without. What would you add?

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Let’s open the PR pro’s briefcase and see what’s inside. The necessary tools may not even be tangible at times, but they are all very important.

Contact information

How are your new clients supposed to call you if they don’t have your contact information? This is absolutely one of the most crucial tools a PR pro can have. Always make sure you have some way for people to get a hold of you.

A well-stocked supply of business cards is a good idea, as is a smartphone that enables you access to email and other messages instantly. This way you’ll never miss anything, including snagging a brand new client.

Willingness to learn

This is one of those “intangible tools” I mentioned. It is very important for a PR pro to possess a willingness to learn. If you don’t, you will become stagnant. And in this business, that can mark the beginning of the end.

It’s one thing to learn and commit to the lessons of the PR past. It’s another to outright ignore where the industry is heading. If you don’t stay on your toes and look out for new information, you’ll get left behind. Some PR pros tried to deny the success of social media. Now they’re all on Twitter and Facebook, way after the fact.


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