It is no longer enough to be a hard worker and team player. The skills valued by PR professionals and their bosses mirror some of the qualitative traits most coveted by employers in any industry. The just-released Global Communications Report, by the University of Southern California’s Center for Public Relations provides some interesting data on current trends in the media and in the world of public relations. Last week, I wrote a post exploring the changing media mix and the projections for further, possibly dramatic, change in media usage anticipated in the next few years. The study also shines a light on another challenge that has not received adequate attention in our industry: hiring the appropriate talent. One of the key conclusions of the USC report is that there remain questions today about the PR industry’s ability to attract the right talent. In fact, top executives in PR agencies and in…