The biggest beefs journalists had with PROs were extremely basic. Knowing your story is not exactly rocket science, and if you say you are going to return calls, then you do so - even if it is not with the news they wanted.
One presumes that people go into PR because they consider themselves to be good communicators and good with people. If you have neither of these attributes, then you should not be on the PR front line.
Sophie Jarvis, director, Rainier PR