PAUL HOLMES: Smart companies understand that the only way to build the brand is from the inside out

I closed out last week's column with the assertion that the most notable brands of the past 20 years or so - Amazon, Krispy Kreme, Microsoft, Southwest Airlines, Starbucks - have been built not by TV advertising, but by PR. It's an assertion that requires some clarification, as well as a long, hard look at how we define (and practice) PR.