I was asked that question yesterday as I was speaking to graduate students in Communication on how to start a career in PR.

To me, it’s not really a specific skill that will help make the difference, it’s an attitude: being curious.

If you aren’t curious, PR might be the wrong field to get into, because our business environment (the media landscape for example) and our client’s businesses are in a constant state of change.

Having a sense of curiosity will drive you to want to learn more, discover new insights, come up with fresh ideas, think in new ways, and navigate the increasingly complex business and social environment in which we operate.

From interns to CEOs, curiosity is the foundation of success for yourself and your clients: it’s about asking the right questions, deep-diving into research and data, and being a avid reader and learner.

And this is even more important if you decide to specialize in emerging and fast-growing disciplines such as sustainability.

So…are you curious?