Surround Strategy: Listening Ever So Carefully to the Client

When pitching a new account or trying to get some exposure for an existing one, it's easy for PR pros to fall back on routine. Account executives tend to go to the usual
suspects when looking to generate some juice for a client: conducting Lexis/Nexis searches, researching the competition or reading the relevant trade magazines. While these
exercises are certainly important, they can prevent communications executives from practicing what is often absent from PR initiatives -- "surround strategy."