Much has been said about Lifehacker editor Gina Trapani's PR spam list (see News Analysis). We've run subsequent Op-Eds from PR pros who double as bloggers that are fed up with getting untargeted, irrelevant, or annoying pitches from their colleagues. Hopefully the industry is now hyper-alert to this problem. As PR pros transition from a focus on traditional media relations to a more integrated, more sophisticated approach, they cannot forget that the major tenet of the profession is relationship building. ...