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P.R. Professional Inside and Out: How To Get the Most Value From Your P.R Dollar
On Dec. 7, 2004, LJN's Web Audio Conference Division presented a Web audio entitled “P.R. Professional inside and out: How to Get the Most Value from your P.R. Dollar.” The program focused on topics including the advantages of an inside public relations (PR) person, what outside public relations firms have to offer and how their services are impossible to duplicate. The session's moderator, Joshua Peck, Senior Manager, Media Relations at Duane Morris in Philadelphia, opened the program with a clear and concise definition of public relations.
“Public relations is the tool that makes expertise, large and small, a public matter fit for the consumption of the business public.”
Led initially by the retention by law firms of large and small outside PR agencies, law firms have, over the last 10 years, begun to hire PR professionals from those agencies and from corporate PR departments. Even those law firms staffed with their own full time people will often engage the services of outside PR firms as well. Peck led the discussion among a seasoned panel of PR experts on the role and place of the PR professional inside the firm, outside the firm and the areas of overlap. The panel included:
- Jason Dinwoodie, Director of Marketing and Communications, Dewey Ballantine LLP, New York, NY.
- Sheila Turner, Media Relations Manager, Mayer Brown Rowe & Maw, Washington, DC.
- Elizabeth Lampert, Elizabeth Lampert PR, Bay Area, CA.
- Jay M. Jaffe, President and CEO, Jaffe Associates, Washington, DC.
Jason Dinwoodie
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