PRNotebook

SCG Founder Brings His PR Tools to School...It's a constant lament among senior PR managers: how to attract and retain quality PR executives to counteract the high level of
churn in the business and, perhaps more important, set a foundation for the future. Patrick Strother, founder of Strother Communications Group (Minn.), who for the last 22 years
has been teaching as an adjunct professor at the University of Minnesota's School of Journalism and Mass Communication, wants to shake things up in this department. So, he's
taking on a full-time position as a Visiting Associate Professor for the 2004-2005 academic year at the university. He's hoping to advance the practice of strategic communications
in the academic arena, which is sorely needed. PR NEWS recently caught up with Strother to talk about what's on his agenda as he gears up for the school year.