July 8, 2013,
Guru in a Bottle 
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It’s often very difficult to know what makes a news release work and what doesn’t if you haven’t been doing it for that long. For those of us who do it for a living, we’ve witnessed some major changes in the art and craft of getting the message across to desired audience and customer segments. Today, PR is a very different business to what it was even a couple of years’ ago.
For me it comes down to taking a hard-nosed approach and increasingly that means understanding what we’re trying to achieve with using PR as a business tool rather than leaving it to chance and Lady Luck.
PR used to be about what I call the “transmit” mode of communication...
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