Every company executive knows what great PR looks like when they see it. But few understand what it really takes to secure that glowing coverage. Ed Zitron, founder of EZPR, knows what it takes, and he's not shy about it. In this episode, Ed and I talk about PR's big PR problem, why journalists don't always make the best PR people, and how to avoid the trap of a mushy middle management structure. We dig into the differences between PR and media relations, and embracing the discussion about how to measure results. 

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