If you are in PR or have a friend who is, you know the profession is swiftly evolving, a vastly different practice than it was 20 (even 10) years ago. Long gone are press tours spanning the continent or globe, following a schedule from content and image creation to meetings, follow-up and (hopefully) coverage. Shrinking revenues and extreme ad budget cuts after the dot-com bubble burst led to the shuttering of many print trade publications, including daily paper high tech sections. Social media platforms have radically shifted how news is consumed. Search engine algorithms have changed dramatically. And those are just a few.\nI have PR friends who jumped ship and never looked back - for good reason. The profession - already riddled with a negative reputation for inaccurate spin, expensive agencies and lavish parties - has been difficult to navigate even without the shifts. However, there are several requirements that have not and should (dare I say will) not ever change. Following are just five.\n1. Honesty. Complete honesty is first and foremost when it comes to good PR. You cannot lie. Well, you can, but you won\u2019t get far and your reputation will soon be well-known (and not in a good way). Lying - aka spin, creative marketing, cloudwashing - is another name for \u201calternative facts.\u201d Saying a product feature exists when it doesn\u2019t (even if someone insists, \u201cWe\u2019ll have it next year, just say we have it\u201d) is the first step onto a slippery slope.\n2. Relationship building. You take and return calls from people you know (and like) in your personal life; it\u2019s the same in public relations. Much relies on relationships and people skills so PR pros must be responsive, helpful, professional and friendly. These characteristics are essential to success.\n3. Knowledge. Nobody in tech PR can skate on relationships alone. It\u2019s important, of course, but it is part of the overall effort to stay up to date on your market, competition, products, services, and customers, which in turn enables you to meet the needs of journalists and analysts. PR people need a firm grasp of the technology they\u2019re promoting because this is what makes them invaluable (or at least preferred) to those who need information.\n4. Clarity and relevance. Storytelling is a craft, and PR people must always ensure their writing is flawless, succinct, accurate (avoiding errors that can be amplified exponentially online), intentional (no late-night tweets after drinks) and last but not least, well-thought-out (insulting and bigoted tweeting is just stupid). Also, after a draft is finalized and before anything is pitched or published, every possible follow-up question should be addressed. Every. Single. One. \u201cIf this is a new product version, are there bugs that have been fixed, and what were they?\u201d \u201cWhy isn\u2019t there a customer quoted in your story?\u201d These questions deserve honest answers.\nResponding with \u201cThere were no bugs\u201d and \u201cAll of our 159 customers have made us sign an NDA so we can\u2019t tell you who they are\u201d is not going to cut it for long; much better to answer with \u201cBugs in the GUI were addressed as well as a conflict resolution issue. Can I send you the white paper?\u201d and \u201cWe were not able to get a customer to agree to go on record with this release but I can contact you when they\u2019re willing to speak. Would that work?\u201d Companies mustn\u2019t be afraid to tell the truth; if answers to such questions can\u2019t be provided honestly, consider waiting until they can be.\n5. Creativity. Name recognition relies on consistent news. I\u2019m not advocating non-news press releases (not at all), but regular announcements enforce name recognition and recall. There is often overlooked or forgotten content that can be publicized, such as the availability of a new white paper, local recognition for an employee, a new feature of a partnership program, or a newly-posted webinar replay. It isn\u2019t hard to write news, the challenge is finding it; a good PR person uncovers news by staying in regular contact with executives, department heads, customers and employees.\u00a0\nThis is certainly not an exhaustive list but they are among the most important. I\u2019d be interested to hear your thoughts on other essential PR requirements.\nWhile the landscape has morphed significantly over the past decades, PR hasn\u2019t gone away - rather it\u2019s transformed, providing countless learning experiences. For PR pros who have stayed put, honed their skills and adjusted to meet new demands, it\u2019s been a pretty good ride.