Honest Interactions Key to Setting Executive Expectations for PR


It's the classic PR horror story: the eccentric CEO informs you he wants to be on the cover of TIME before year's end ... or else. And it's not just a media relations myth, either. Stacey Gaswirth, VP of PR with Shelton PR in Dallas, laughingly recounts the tale of a start-up technology executive who delivered just that ultimatum in one of his first meetings with her. "At first I thought he was joking," she says.

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