I'm fascinated by the evolving rhetoric within and outside of the PR community regarding what “works” and "doesn't work" when it comes to tactics and strategies. It often reminds me of how consumers view fad diets - first we're told the low-fat diet is the only successful way to lose weight, then a few years later it's the Atkins high-fat approach, and so on.
As with diets, there are no absolutes in PR. Simply because daily newspapers are struggling and press ...