The field of public relations is competitive and changing so here are a few things that PR services should try and do on an ongoing basis.
PR services will never win fights for their clients if they are not able to advocate and stand up for their client. Since defending your clients in the media is a big part of PR, this is an essential trait.
The face of PR is changing constantly. It is vital that PR services keep up to date with what is new and trending in the PR space.
Stay up to date with the news
Those in PR services should be reading as many of the newspapers or news feeds a day as possible. This is where you will find out what your client's competitors are up to and keep tabs on what image your client is presenting to the public. If you know these things then you can do something about it if it starts to go wrong and stop a slight problem from becoming a crisis.
Know the industry of your client
In order to be effective, PR services should know their client's industry, what competitors are up to and what the key issues and challenges are in that sector.
Social Media Savvy
Social media is a big part of every PR campaign these days. It is the easiest and one of the more cost effective techniques for reaching a wide audience. Any PR services worth their salt should know how to work a social media campaign to their clients' advantage based on a well thought out strategy.
Have a network
When it comes to spreading the word a network is a vital asset to have in place. It is far easier and more cost effective to spread word of a new product or service or some other piece of news through an established network than to try to spread the word by means of brand new contacts who may not trust you yet.