Today I received a call from a friend that I’ll call, “ValleyCEO,” that started something like this, “I’d like your advice. I’m not sure what I should have the PR agency doing for (insert company name.)”

I knew where this was going.

“Well,” I asked him, “what are your business goals? What is it that you want this agency to accomplish for you through PR? And, what are they currently doing?”

What followed was a conversation that I have been hearing increasingly the past year.
[click to continue...]