In searching for a stellar communications director, there are five attributes that should top your list.

1. Is Creative and Always Learning

Executive coach Dr. De Hicks advises communications professionals to only schedule around 80% of their work time: “Creativity results most often in an environment where there is capacity to think. Create a margin in your calendar of about 20%…unstructured time and you’ll be surprised at the results.” While keeping projects on budget and on time is important, so is thinking outside the box and seeing the big picture. Attending conferences like SXSW or even SPN’s webinars or trainings provides opportunities to learn about innovative marketing strategies and acquire new skills in this rapidly evolving industry.

2. Is a Good Culture- and-Character Fit

John Kramer, vice president for communications at the Institute for Justice, has a history of finding and cultivating quality talent. Here’s his advice: “What you should look for is not only someone who can do the job well, but who will have the personality and attitude to fit into your organization’s culture and add to it in a really positive way. You want to hire people you can trust, who you will enjoy seeing on a daily basis, and who will live up to your own high standards day in and day out.”

3. Thinks Strategically

Communications directors often end up on a hamster wheel. With so many demands on their limited time, they become reactive and spend most of their time on day-to-day tasks. But is all this work actually productive? Will it make a difference? A stellar communications director avoids this cycle by stepping back and thinking about the desired results. From that perspective, every communication product or method can be evaluated for its effectiveness and the old or useless can be discarded, freeing space for innovation.

4. Builds Talented Teams

Illinois Policy Institute’s vice president for communications, Diana Rickert, says their organization embraces the phrase, “always be recruiting:” “We’re always on the lookout for new talent, and thinking expansively about how talented people could help the Institute. If there is someone who is talented and passionate, we think about how that person could help the organization—even if there isn’t necessarily a job description or posting out at the moment.” A stellar communications director is keenly aware of areas for growth on their team and, if unable to hire a full-time staffer to fill a void, has a rolodex of reliable, talented contractors or vendors to call upon.

5. Is Autonomous and Bold

In the same vein as building talented teams, good CEOs recognize what they don’t know and are humble enough to hire talented staff. Rickert cites this leadership approach as one significant reason for Illinois Policy Institute’s success: “As CEO, John Tillman provides a vision and charts a course for the organization. Then he hires talented people to execute. He trusts the people he hires—he is not a micromanager. He believes very fervently in giving people autonomy, freedom, and a path to rise—regardless of age or background. The culture here is to unleash people’s talents and potential, and allow them to think big.” An empowered communications director also has the freedom to challenge the status quo within an organization. As the advocate for the audience, they will push for clarity, even when it could be uncomfortable.

Like so many positions in an organization, there’s no such thing as the “perfect” communications director. But a stellar employee with these five attributes will help transform your organization’s communications and have lasting impact on public policy in your state and beyond.

Meredith Turney is director of strategic communications at State Policy Network. Write her at turney@spn.org.