If you're in PR, media relations is one of the most important skills you need to have. Many Fortune 500s, even if they handle most of their communications in house, outsource media relations functions. Vollmer Public Relations, Houston, says that of its general account activities, 51 percent are media-relations based. The remainder are: counsel, 16 percent; writing projects/collateral, 19 percent; special events/community relations, 12 percent; and crisis communications, 2 percent.
Vollmer's clients include Travelocity, Pennzoil, Shell Chemicals, Weider Nutrition and the Houston Association of Realtors. (Vollmer, 713/546-2230)