Overall a good PR candidate is one who has great written and oral communication and is able to be persuasive, meet deadlines, and make long lasting connections. Betsy Hays, the lead Public Relations Professor for the Department of Mass Communication and Journalism at California State University Fresno, says, “A great PR professional is a great writer that understands human nature. They have beautiful intuition and can articulate their ideas in a clear, concise way.” What makes them even better is their ability to be energized and creative in communicating a client’s message. Does the PR candidate have skills in video production and editing? Photography? Community management? Diversity of skill is key.