To those discouraged by the (apparent) lack of respect for PR, over a 30-year career I've adopted a few simple guides to help maintain a healthy perspective and my self-respect.
The first is, "I'm here to help." Our job is to help other people market or promote (or oppose) their products, their ideas. We create great strategies, creative, and tactics deploying state-of-the-art channels, but not as ends unto themselves. Rarely do PR pros set the objective - and that's the point: ...