Lisa Sullivan, Partner, Managing Director Technology Practice at Ketchum, spoke with us about how the value proposition of PR has changed over the course of her career. Not only is PR being perceived more as a two-way street, but communications is serving an even more important role in creating value.

We also talked about:

- Characteristics of good PR

- Combining art and science into PR decisions

- Two challenges that the number of communication outlets presents

- PR value in the B2B context

- Internal PR: employee communications

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