The PR industry is no stranger to redundancy. Ubiquitous utterances about getting a seat at the proverbial table make many professionals sound like broken records, and there
have been enough holy grails - measurement, crisis management and prevention, CSR - to chase into eternity. Now that public relations is increasing its momentum in the business
sector thanks in part to news like Proctor & Gamble's widely-reported findings (see PR News, February 13, 2006), questions are less focused on getting people's
attention; now it's a matter of what to do once you have it.