Lousy PR practices — not PR — should die

You often hear that PR is rife with problems — that it’s even “dead.” PR pro Shonali Burke is not part of the “PR is dead” crowd, but she does think certain aspects of the PR business should die. “What, unfortunately, is … not dead,” she writes, “is the assumption that if you can pull together a media list (which is easy enough to do, though it may take you a little more time than it would if you subscribed to a media database) and bang out 400 …

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