If you ever get to thinking that public relations is so easy that anybody can do it, then spend a day on the receiving end – the editor's desk. If public relations is so easy to do, how come so many practitioners do it badly?

From major corporations, and both small and large public relations firms, comes a stream of so-called releases and other material that's so inept, and so primitive, that you must ultimately realize that those that do it right must have a vast array of skills, talents, and imaginative energy.

It must be difficult, because how could it be simple when so many people do it wrong? And of course, the client pays the high price of doing it wrong.

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