Jennifer Walzer posted an interesting article yesterday on The New York Times' website, about what she's learned in three months of working with a PR firm.
I have to admit that, before I read the piece, I held my breath. I was pleasantly surprised. I don't know the firm she's working with - Springboard (They seem to be hip, and all.) - but clearly Walzer has discovered that hiring a PR firms isn't outsourcing. Just the opposite. It takes time and effort to make the relationship pay off.