A PR person can translate a market analysis into a marketing message and wording your key audience will understand. He/she will research how to best reach that audience. That can be an intermediary audience (media, press, associations, trade shows) or a direct channel (customer events, social media). By analysing your audience, your PR contact will be able to write, guide and deliver your story. And add some new chapters, while they’re at it. In the most diplomatic and efficient way possible of course. Consider your PR rep as a reputation counselor. We know what works and what doesn’t.
What is your story? Or what would you like it to be?