PR as Customer Service: Five Ritz-Carlton Secrets For Using Publicity To Build Brand Love

If you're putting together a public relations (PR) effort for your company, I urge you to let go of the antiquated picture you may have in your head of scattershot press release mailings to journalists and reviewers who are only nominally interested. To lay out a more modern, enlightened view of public relations, I've enlisted Alison Sitch, Vice President, Global Public Relations for The Ritz-Carlton Hotel Company to instruct us on how companies of any size should be thinking about public relations, whether you're doing all your PR yourself, are considering contracting with an outside agency, or are considering building a bona fide in-house PR team.