Beyond the tools, I believe that understanding what inspires trust in specific audiences is PR's most important strategic responsibility. We have to go back to trying to understand what makes people tick, rather than focusing on the tactical approach offered by most PR agencies today.
More on this in future posts.
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Scott is founder and CEO of Idea Grove, one of the most forward-looking public relations agencies in the United States. Idea Grove focuses on helping technology companies reach media and buyers, with clients ranging from venture-backed startups to Fortune 100 companies.