One true way to get PR for clients is the media tour. It has changed over the years but remains a good way to get attention for clients.
Stories by Andrew Blum
Some people are naturals with the media; others are horrible. But everyone should have some level of media training before talking to a reporter or going on social media.
Landing a TV placement for your client is just the beginning. There are a number of questions to be answered and issues to address in order to get the best results.
A PR person can come to rely on the local paper as a slam dunk. The downside is when they break a scandal or get onto a national crisis involving your brand.