Great PR is anticipating needs: PR professional

What changes in the PR industry have you seen over the years?
Most corporate firms are now more aware of what PR can do for them. They understand the role of PR in the overall marketing mix.

The difference between a good PR person and a great one?
A great one anticipates his/her clients’ expectations, is tenacious as hell and understands what the media can finally deliver.

What do you need for a start-up?
The question is, how hard are you willing to work? Consumer PR means long hours and no time off! But the effort is worth it, as PR pays very well. A mom-and-pop PR agency with no multiple city network needs just a laptop and BlackBerry! The bigger you want to be, the higher the investment.

What is the edge that PR has?
In the communication business, PR pays the best. But working at an ad firm or at a company that holds celebrity events may be seen as more glamorous.