(PR is, in its own way, a sales profession: In this case, the selling involves ideas, information and messages. From the agency side, there is a business aspect with
efforts to sell the agency's viability to prospective clients. But perhaps the best way for a PR professional to sell is not necessarily to treat the subject like a PR issue.
This is explored by Charles H. Green, the founder and principal of Trusted Advisor Associates, in this exclusive excerpt from his new book "Trust-Based Selling," which is
published by McGraw-Hill.)