South Africa, Nov. 17 -- As many public relations officers know, in order to be successful, you need to be multi-faceted and multi-skilled to juggle the everyday combination of client service, media deadlines, content development, strategic counsel and creativity.

Whether you are a PR professional in a consumer agency tasked with building brands, if your focus is on corporate positioning and profiling, managing and mitigating crises or shaping public opinion and knowledge, there are certain skills and attributes that separate good people from truly great ones.

"Being a specialist in PR is a skill that only a few manage to truly master, and having certain key attributes elevates truly excellent people from mediocre ones," advises Jennife...