I have to echo Veronica's point on the importance of listening skills. Too often I see my colleagues putting out content that is not even remotely tailored to who is actually being spoken to by that content, and I think this is where the real failure occurs. A very wise professional once told me that you have to remember your audience, always. Where are they? What do they want to know? A skilled PR professional can take that central story and craft it so that it still retains that message but adapts to the different audiences you want to hear it.