The term PRESS SECRETARY'S ASSET is composed of two words: TACT and POISE. TACT is defined as a keen sense of what to say or do in order to maintain good relations with others or avoid offense. It is an important asset for a press secretary, as they must be able to handle difficult conversations and situations with grace and diplomacy. POISE is defined as a dignified, self-assured manner or composure. This is also an important asset for a press secretary, as they must be able to remain calm and collected in the face of intense media scrutiny and public criticism. Together, these two qualities make up the essential assets of a press secretary.