Every firm has its dream clients. They are savvy and up to date, open to new ideas and strategies, and, more than anything, understand the importance of PR. These are, unfortunately, not the majority of an agency's clients. Many either don't understand the value of PR or think it's only about media clips.
So the question becomes: How do agency execs advocate emerging PR alternatives like word of mouth, social networking, and mobile to more conservative clients?
Educating current clients and prospective ...