Strategy of the Week

This week's strategy: Know thy subject matter (especially if
your subject matter is PR). All too often lately we've asked
relatively simple questions of fairly senior-level PR executives,
only to be told, "I'll get back to you on that one," or, "Let me
think about it and shoot you an email." The worst: "Let me check
with some of my junior staffers. They're really on the front lines,
so they'll know the answers."