You want your execs to become known as experts in the industry. You want journalists to consider your communications department or agency not just a source of pitches, but a reliable source of information they can depend upon at all times. But junior-level PR pros who lack proper training and motivation may just be damaging your credibility on both fronts. A publisher from PR NEWS parent company PBI Media recently was conducting research for the launch of a new publication. She called several agency contacts asking to speak to corporate experts on background to gain a better understanding of the industry.
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