As a PR pro you’re going to be doing lots of writing, and there’s only one way to get good at it, and that’s to write.
Being a good businessperson isn’t enough. Kroc’s talent was his ability to spot trends and a talent for translating those trends into a marketable design.
A current monster in the world of online messaging is Twitter. It is increasingly pervasive and a double-edged sword for public relations professionals.