Andrew Smith tickled my fractal with his post yesterday "Where are the PR Numerati?" (and here on MarCom Professional). Why? Because he's right and I'm numerate and I'm in PR. His post was prompted by the August 2008 book "The Numerati" by senior Business Week writer Stephen Baker.
Public relations had been boiled down to a very simple process by the end of the 1990s. Journalists write the papers and magazines the public reads. The PRs know the journalists. The clients retain the PR professionals.
That simple world is no more. I don't mean that traditional media relations no longer exists, only that it is now just a sub-set of a far more complex map of exerting influence. The best PR professionals will: Read more