As PR professionals have elevated their standing within their organizations and with clients to the level of counselor and strategic partner, there is one skill that sometimes gets minimized. And ironically, it's the skill that truly sets PR practitioners apart from their marketing brethren - media relations.
At a time when direct-to-consumer outreach and the bypassing of traditional media is rapidly increasing, outstanding media relations skills are even more of a valued asset.
This was confirmed for me as I ...