Competition for mindshare among journalists today is fierce. Not only do they produce the buzz we hear, but as individual marketing targets, they receive it, as well.
Journalists are the bull's-eye for PR pros, who spend their days placing countless phone calls and carefully crafting numerous e-mails, just hoping to persuade reporters to use one "expert" or another.
So, how can PR folks elevate their experts from self-proclaimed to valuable thought leaders in the minds of reporters and editors?
There's no easy answer. ...