Here's one for those out there who want to know what the tools of

the PR trade are. Well, Stephen Pisinski, president of The Montgomery

Group in San Francisco, has a pretty good idea, and has sent in a pic

taken by staffer Fabiola Escobar to prove his point. "We're not saying

one has to consume a martini while reading PRWeek," he hastily assures

us, "but we do find both essential in our work." He then adds, "The

photo is somewhat misleading in that it shows a mostly full glass."

That's our boy! Now, does anyone else have any other opinions on the

essentials of practicing PR? (Boring answers will be thrown in the bin,


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