First a fact: the debate over the nature of the perfect relationship between hacks and flacks is as old as both professions—and it will never really end.
On that note, we last heard from Ed Zitron of EZ-PR in this review of a Forbes‘ story on why journalists hate PR (his point, not the writer’s). Last week he published a piece in Inc. magazine elaborating on the topic under the headline “The Best PR-Reporter Relationships Are Selfless“. Let’s review his variations on this theme:
The best PR person serves as a “utility” for journalists rather than a nag who insists that a publication cover his or her client. Placing your client within a story, rather than forcing a story focused on your client, is the more valuable goal in the long run.