When we talk about PR, what comes to mind? Typically, you’re probably thinking about how a company conveys itself to the public. Social media, press releases, newspaper stories, interviews. All those things that can paint your company in a positive light with the public. Any way that you can build your brand…externally.

However, something that we don’t spend much time discussing, and something that many professionals and business owners fail to realize, is that PR efforts shouldn’t...