Abbie and Mike — I hear you on the disdain for the term “flack,” but, as Abbie and I have already discussed via Twitter, it’s kinda my thing (see http://www.flackrabbit.com; #dcflacks); let me tell you why I use the term:

For me, the name started out nearly ten years ago as a joke between me an a few State beat reporters and it stuck — I’m honored it did. Here’s why: at first, the guys would say “oh, here comes another flack,” then, “hey, you’re not half bad for a flack,” then, “you give flacks a good name,” then, “I’m going to stop calling PR people flacks because that would be calling them ‘good at their job’ since that is what you are. Maybe I’ll call them PR pros.” Again, it’s a joke.

Building my reputation as a PR pro took years of relationship building (still does) — I’m proud I can give Flack a good name. You aren’t alone in disliking it; however, I’ve made a conscious decision to take back the name instead of wincing at the mention of it.
Margie´s last blog ..YOU are your best flack | Her Nashville Chic Geek, November

I have two more:

1. I think good PR pros, and consultants, are always looking for out for their clients; for example, if they see an article that would be useful for them, or a potential opportunity, then they will always let them know.
2. They will always be truthful and realistic with you.

Tracey
http://twitter.com/TraceyDooley