In my experience, many companies struggle when it comes to engaging their audiences. "We don't really have anything new to say," is an oft-quoted phrase.
I beg to differ. There's always something happening, an unexplored angle that could be exploited. It's just a question of spotting it and making it 'newsworthy'.
That's the job of the public relations professional.
Not just guardians of the corporate reputation, called upon in times of crisis, the PR practitioner has enjoyed something of a renaissance in recent years. ...