Ironically, in spite of the ballyhoo and effusions, PR is dealing with its own PR crisis. It turns out PR people (myself included) are not grasp communicators when it comes to
Identify and Understand
the key target audience
Set smart goals
Develop A message
directed at the target audience
to achieve the smart goals
Monitor Competitors' PR activities
Identify gaps and fill them.
Be relevant. Follow the trends.
Initiate a first-mover advantage
in the industry