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The cat. Where is she? What did she do? Did she tell you what she thinks? Do you know if the dog talked to her already? Was there a social post? Were there any comments on it? Did anyone mention her feet?

As the PR industry evolves into the new mobile and digital reality, the skill set of PR and communications professionals is being revisited. But the one thing that will never change is the need to be curious.

Knowing what to anticipate, and when, is crucial to long-term success in the PR game. It takes an inquisitive mind to be one step ahead of the client’s train of thought, the journalist’s questions or the stakeholder’s demands. Natural curiosity remains the key personality trait of a great PR professional.

Digging out information, asking questions, discovering insights, formulating new ideas and devising crafty solutions – sometimes at the drop of a hat – is what we do every day. And an inquisitive mindset is what drives us to keep on discovering, to keep on asking, and to keep on creating.

At Sinclair Communications, we love people who have travelled off the well-trod path, have learnt a new language “just because”, have done courses on Kazakh cuisine or Jordanian art because they just needed to know what it was all about. Avid readers, cultural mavericks, digital geeks – never be afraid to indulge your curiosity. You have a natural home for it in PR.