PREFACE

A Nose for Today’s News

An ever shifting communications landscape has brought seismic changes to public relations. These days, being nimble about the news—knowing all the ways it reaches audiences and knowing how to craft it—is the name of the game. Over the three decades I’ve spent in this industry, PR has evolved: It used to be all about having, then selling the idea. Now it’s about telling the story in a compelling and believable way.

The days of silos are gone. Now, cross-functional teams work dynamically to solve problems, meet deadlines, create opportunities—and tell stories. We break campaigns and projects into bite-size pieces, all the while open to continuous improvement. In order to survive, PR has had to become the most agile ...

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