"Public relations is much more than just pitching reporters" - sofiagk from Bookmarklet

I think it actually makes them more valuable. But it also makes PR more challenging. Which I guess is what the article is saying. - Vicarbott

@Jim yep with you on that one - sofiagk

Public Relations are what they say they are- Relations. It means to LISTEN more than you speak. RESPECT every single person you deal with as a human being etc. A, yes, being HONEST and OPEN. Sometimes you take strange behaviours personal but you deal with them professionally. It is not easy. In fact it is harder than you might think even if you are doing this job. But it deals with people, and that is one of the most amazing things can happen to you. - ThirdEye