Disciplined follow-up. If your interview process is slower than you had hoped, and they don’t hear from you for a week or two, do they follow up with you to see where the project stands—and do so without being a pest? When working with the media, follow-up is critical.

Outgoing, energetic and determined. These should be given more points than “a big name.” Even well-known public relations people can look tired and listless, as though they wish they were working in any job other than P.R. Maybe they had a bad day. Or maybe they’re always like this.

So, regardless of whether you’re a budding publicist or looking to hire, check out a more in depth list of what to look for in How to Hire the Perfect Publicist.