Strategic Guy; Online@ http://strategicguy.blogspot.com/2008/04/spielberg-lonelygirl15-and-entertaining.html

Public relations has traditionally been defined by education and engagement. Communications executives excel at forming meaningful, mutually beneficial relationships with an organization’s key stakeholders. Often mischaracterized as spin or influence peddling, public relations practiced ethically presents a perspective, opinion or corporate story, and then encourages dialogue and debate. That's how relationships are formed.

The requirements of PR professionals have changed more rapidly in the past year and a half than at any time[.] In addition to education and engagement, we need to add a third "e" to the public relations skill set -- entertainment. The ability to capture and hold an audience's attention in unique and innovative ways is a must for any communications program to achieve its benchmarks. It's comparable to the creative spirit that permeates Hollywood, Broadway or the Web 2.0 start-ups in Silicon Valley.

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