Easter is coming up – you’d better believe brands will be jumping like the bunny to post a clever holiday-based tweet or two. In much the same way, savvy PR pros with access to quality data can hijack the revolving news cycle to promote their data prowess.

Public relations professionals come in all shapes and sizes, with unique personalities and quirks; but however different each PR professional might be, there are a few key qualities the most successful among us share.

In PR, we work hard to establish quality relationships between our clients and influential members of the media, and when done well this can lead to big gains in interview and comment requests for a variety of topics and subjects.

Companies that possess the right data on timely trends people want to know about can apply some meaningful analysis to generate insights which can provide the backbone for an effective media relations campaign.