Friday, March 11, 2005

Local knowledge

The most critical thing to PR is local knowledge. Without it, you’re sunk. Please may get all excited about the Internet and blogs as PR tools--and then are, very powerful ones indeed—but their abilities to collapse time and space will only take you so far. An ability to read what is going on locally and to scrap it out at the street level are really what separates organizations who understand communications to those who do not.

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