Ask most PR folk what PR is all about, and they'll come up with puffenstuff like "reputation management" and "gettin' ink."
But just as the railroad barons of yore failed to understand that "the railroad business" wasn't about trains but about "transportation," I think that too many PR managers fail to grasp that PR is NOT about "getting ink" ... The business of PR is Talent Management.
As PR executives, our chief job is to attract, train, retain, motivate & cultivate Talented People. "Ink" is merely the product (I daresay "byproduct") of these talented people's efforts.
If you can attract, train, retain, motivate & cultivate Talented People, it doesn't matter what industry you are in: you will be successful.
