I have recently become a mother, a special experience that I had been waiting for some time with excitement and with the impatience to offer my child the best I could.

As any responsible parent, with a background in communication consultancy, I have started a serious research, to get informed, to be up to date with the latest trends in parenting in order to find the winning strategy to help me raise a happy child, with self confidence.

“Give a girl the right shoes and she will conquer the world” – Marilyn Monroe

Paradoxically, this is not a post about fashion. Nor is it a Cinderella story (gone are the days when PR was the underprivileged sister in the business world). What if we stopped to think… not about de Bono’s 6 thinking hats, but about all the types of “shoes” that we wear every day, at work?

This story is actually a look at the skills that help us go far in this career. It is, from step one, about empathy, understanding and calling.

Do you know the word “The pitcher goes often to the well, but is broken at last”? Well, that’s the case with surprises in PR. The good ones make you lose your breath, get you excited and make your heart skip a beat. But they do have one flaw – their magic works best the first time, and then they become a simple déjà-vu.

Here is where innovation comes in, the savior of surprises. It is a successful duo, which proves its efficiency every time it is used properly.