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PR Masterclass 6

Over the last six months this column has looked at some of the tools and techniques that go into many successful PR campaigns. In my final masterclass of this series Id like mention a factor often overlooked but none-the-less vital in achieving PR success: the development of a strong collaborative working relationship with your chosen adviser/consultancy. As basic as it sounds, its surprising just how many businesses fail to grasp the importance of investing time and energy ...