BizSugar.com › Online Marketing › To Run a Smooth, Successful, & Ethical PR Campaign.

Any first-rate publicist have to carefully craft and execute a proper PR campaign that will both generate a substantial amount of press exposure, and also help to portray his or her client in a positive light.
Not all publicists will do this without taking a few shortcuts on the way. Sometimes shortcuts can be beneficial – a way to speed up a process that would normally take a longer amount of time.