How to Balance the Demands of Clients With the Needs of Media

As we all know, things are changing drastically in the PR field. The traditional communications techniques are now being overshadowed by all things social. But I’m afraid something very critical—and very basic—might be getting lost in the 24/7 conversational shuffle: the importance of developing and nurturing relationships with journalists. I have provided PR and marketing services in-house or at agencies for early-stage start-ups, profitable mature companies, public enterprises, nonprofit organizations, celebrities and the public sector. That’s a lot of spin in a lot of languages, but some client experiences remain consistent.

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