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Gregg Shields, APR

Naive would be the PR pro (or journalist) who thought they could "control the message." Even with paid content (advertising) the communicator leaves himself open to comment, or even parody.

Journalists SHOULD be seeking fairness, but it does occasionally boil down to sensationalism or just a reporter seeking by-lines.

PR agencies hiring ex-journalists? Hardly new. I was told in my first PR gig they required a decade of experience in daily media. That was 30 years ago. Simple fact is that agencies want and need pro's who know how to communicate. Be it on-line, broadcast or old-fashioned print.

(Fair disclosure: I am a proud Edelman alumni.)

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Edelman hires FT journalist, preaches media publishing to big clients
so great !

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