What makes the ultimate communications professional these days? PRWeek asked five esteemed professors for their thoughts.
DR. BRUCE BERGER
Reese-Phifer professor of Advertising & Public Relations, University of Alabama
1) Ethical orientation. Doing the right thing and practicing the core values and professional standards of PR are vital to individual reputation, organizational success, and the profession's image and future.
2) Strategic decision-making ability. The ultimate PR pro is a strategic counselor who's engaged in important decision-making moments in the organization. ...