Starting a successful public relations firm today requires a combination of business savvy, insight into how journalists think, and expertise in social media, said Sharon Cain, the managing director of Quest PR, a UK-based firm.
Most important is a deep of understanding of your clients and their goals.
“Get under their skin, understand their business challenges, their business goals and their customers. Where do they want to be in three years and how can PR help them to get there? A good PR plan needs to fuse with a company or organization’s business goals in order to be effective,” according to Cain.