PR2020: A Media Toolkit

You’ve probably already come to realize that the business of public relations isn’t exactly as it’s portrayed in the movies. Hollywood has occasionally given our industry its moment in the spotlight—think Conrad in Wag the Dog, Edina in Absolutely Fabulous, Samantha in Sex and the City, Shauna in Entourage. But those portrayals mostly represent the surface of the actual job. Believe everything on the screen, and we’d all be smart yet calculating, morally compromised, manipulative, frivolous, and/or pushy. It just isn’t true. The job itself involves orchestration, big ideas, communication skills, and, as you get deeper into it, true strategic thinking.

Better to look at European TV’s idea of what we do—characters such ...

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