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To do public relations well you need to have a critical mind -- to develop compelling content. You need to be able to see fresh angles and points of view in a company, product, or service story so that benefits to the reader come across in all their glory, without writing a sell sheet in a press release. Today, you need a whole set of new skills. With new media, you need to understand the digital space a lot better, how to integrate marketing communications, the value of search engine optimization (SEO), who is influential in the niche where your... Continue »