PR: a modern advertising essential

Gerry McCuskar, author of Public Relations Disasters: Tailspin, argues that marketers are being negligent if they do not give PR a role in advertising campaign development and at campaign launches.

PR: a modern advertising essential

Gerry McCusker

It is almost inconceivable that you would leave a fully fit and 'firing' David Beckham out of your dream football team. Knowing his skills, guile and experience, it would be almost professionally negligent...