Great PR is about a lot more than media outreach. It's part art, part science, part intuition and part intellectual acuity. Great PR begins with industry knowledge and competitive awareness, and knowing how to uniquely position a company so it stands apart. It's about concise messaging that's relevant to prospective targets, and it's about developing a smart campaign that will sustain newsworthiness long past the launch date. Lastly, it's about relentless execution across a vast media spectrum. At the end of the day, it's about relevance and a narrative that will achieve a sublime resonance with its intended audience.