As greater demands and expectations are placed on those who practice public relations, PR veteran and author Marc Whitt contends that we should advance ourselves to the ultimate level of professional skill and excellence: that of a masterful public relations professional. Achieving the masterful status in our profession should become our North Star - our guiding light, he writes. These individuals are the profession's cream of the cream of the crop.

But those wishing to reach the masterful level must embrace and practice eight core habits, as Whitt details in his second book, When In Doubt, Make Applesauce! Core Habits of the Masterful Public Relations Professional.