How to build an outsourced and offshored PR program, and what is Bernays sauce — EASTWEST Public Relations

The grandfather of public relations was an American chap called Edward L. Bernays. In an interview conducted in honor of his 100th birthday back in 1992, he said that, “Any dope, any nitwit, and any idiot can call him or herself a public relations practitioner.” Now, that may well be the case, but the truth is that building a brand is becoming harder and harder. It’s becoming harder and harder, because the complexity of self-distribution means that it’s no longer just a matter of ringing one or two journalists and getting a story. Now, one has to think about creating content consistently that is compelling, and not just across what is called earned media, newspapers, and TV, and so on that has an editor, but across one’s owned media channels.

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