Managing Your PR Relationship

by Drew Kerr,
President of Four Corners Communications, Inc.

These are trying times for PR firms and their clients, for numerous reasons: the breakneck speed of racing to market and sealing deals often causes communication breakdowns. People with little or no marketing background are filling marketing slots. Internet companies sell consumer products one day, then switch to business-to-business plays the next day. Companies always expect to be on  The Wall Street Journal's front page the day after they've hired a PR firm.