Al Croft has seen PR change on so many fronts. Now, after running his own Sedona, AZ, consultancy for nearly two decades, he's still using that knowledge to help small firms see the big picture.
Oh, yeah, the bottom line. Sure, meeting with clients is fun and scoring a placement in The New York Times feels good. To Al Croft, however, the main thing is turning a profit, and over the past 19 years, he has built a consultancy ...