PR Checklist - brain, heart and soul, elbows, behind.

John Bell outlines the 13 skills of the Public Relations Pro of the Future. Interesting stuff for sure.

As a second generation public relations counselor, I'm often reminded by my father Lee -- a 50-year pro -- that in the end public relations is still about connecting people and ideas. Certainly technology is a powerful tool in building relationships, but people and basic communication skills still come first.

Public relations professionals are, and will remain, the antenna, conscience and voice of the organizations we serve and represent. Technology may amplify our voice and boost our antenna but we must not forget our role as organizational conscience, reminding organizations that they operates with the permission of their various publics.

In public relations we speak of trust, ethics, reputation, authenticity and transparency... all are linked and all underscore our overarching responsibilities to those we represent and the people those organizations serve.

My father's advice still holds true. To be successful in this business you need a good mind (as John Bell notes), but you also need a compassionate heart and soul, strong elbows to force yourself through this world and into the conversation (and sometimes say no), and a good behind to get down and do the work that needs to be done.