However, I have always stressed to all my employees that the mark of a good PRO is to be nosy, bossy and opinionated. Nosy: we must know our client, its customers and its competitors better than it does. Bossy: as PR experts, we should be in a position to challenge all client requests. Opinionated: clients commission us for our insight, counsel and opinion. If PR is about reputation management, then opinion is king.
Paul Keirnan, MD, Expert Health Communications
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