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
Email letters (200 words maximum) to prweekletters@haymarket.com
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