Some PR practitioners are considered unprofessional because they fail to demonstrate responsibility for their actions. Owning up to mistakes is the best way to resolve matters and move forward.

Reading is an important trait of any PR practitioner. It's vital to constantly seek and absorb new information and to get to know your client's issues and business very well.

Bad writing skills are a major pain point for every client and journalist. Some PR professionals do not give penning good copy the importance it deserves. Proofread your documents at least twice before sharing them with other stakeholders to avoid schoolboy errors.

The most common request from clients and journalists from PR consultancies is that they present a good story! The absence of creativity in writing a press release, sharing a media outreach plan with a client, or sharing a media pitch with a journalist can make everything a little too mundane to get excited about.