Running a successful PR firm is damn hard. There are many things to handle. Clients. Billings. Deadlines. Projects. Cash flow. They all require a microscopic attention to detail. At Mango Media Caribbean, employees and associates all share one clear goal: we aim to delight our clients. I often say we are in the business of communications as much as we are in the business of service.

That means when I hire PR assistants and interns (I am not talking about our senior associates) I always look for the person who has the right attitude.

Here's my logic. I can turn positive, passionate people into great PR assistants but turning good PR assistants with an attitude problem into charming servers of customers is close to impossible.
Ten years in the business has taught me that managers should hire for attitude and train for skill. Sure it is best to attract smart people; the one with the quality communications degree. But if forced to chose, as many of us are in the labour crunch, then go for attitude.