New Book Urges PR Experts to Take the Next Step…and Become Advisors

Corporations and PR firms alike yearn for stable, long-term relationships that mutually benefit both sides. A new book, Clients for Life: How Great Professionals Develop
Breakthrough Relationships, offers guidance on one side of the equation - how any consultant can rise from hired gun to trusted advisor. Authors Jagdish Sheth and Andrew Sobel
define experts as those engaged by clients to carry out projects, while advisors are those whose views are sought on broader matters of strategic importance. The book identifies
seven characteristics of those who transcend common consultant roles.
PR NEWS caught up with Sobel to discuss the client's perspective.