The problem with PR is that everyone thinks they can do it. To an outsider who sees the way PR is portrayed on TV, a PRO’s job is to wine, dine and spin.
David Alexander, managing director of agency Calacus Public Relations:
“PR is associated with spin, unfortunately, rather than the great work practitioners do strategically to help brands. We’re not seen as creative as advertising or marketing, but perhaps we need to be more assertive as an industry about the benefits we bring to clients.”
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