4. They never push back or challenge you. They just take marching orders. · have more than 20 years experience as a public relations and journalism executive? · mentored new PR professionals, and regularly speaks regarding PR to organizations and universities? · an accredited PR practitioner, with the APR designation? · ever worked in a professional news room as a reporter, editor or on air? 1. They never bring new ideas to the table. · invested in specific PR tools?