On the Record

When it comes to PR strategy, good things come to those who wait. This is according to Leslie Brokaw, professor of magazine publishing at Boston's Emerson College and longtime
editor of Inc. Magazine. "Journalists can tell when a PR person is under pressure from a client to get results," she says. "You hear desperation in their voices, like they
need to talk to as many journalists as they can." Brokaw believes establishing regular contact in a respectful way - without turning on the hard sell - can have a better payoff in
the long run.