Competence and tenacity are among the most important qualities for journalists, said former U.S. Rep. Pat Williams yesterday. Williams, a Montana native, lectured to a group of UM journalism students about his experiences with journalists as a congressman in the nation's capital.

Williams spoke of what public officials expect in a reporter, and how public officials use the media to get the publicity they want. Emphasizing trustworthiness a great deal, he said, ''The most important thing is that the reporter won't mislead you in pursuit of a story.''

Also just as crucial, he added, are writing skills. ''Good writing is among the most difficult of all human endeavors,'' Williams said.

Williams discussed various press release techniques that public officials use in getting coverage, ranging from issuing several releases a day to just one major release every few weeks. He also commented on various evasive methods of dodging the press, such as not returning phone calls, refusing to talk, or using press secretaries.

Following his lecture was a question period in which Williams tackled the issues of campaign donations, legislating morality, corporate journalism and the reign of the sound bite, which he believes ''evades a complete look at the issues'' and has led to the ''dumbing down of American readership.''

In addressing what he felt were his greatest strengths and weaknesses as a congressman, he regretted ''not doing something more innovative for the Native American population in Montana.'' Williams felt that his greatest achievements were in the area of the environment. Montana ''needed someone to put their career on the line for the environment,'' and he was proud to have helped guide that process.

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