Your PR company may be struggling to serve you — because you think the PR company does “PR”.
This is why PR companies are trying (mostly unsuccessfully) to call themselves “communcations consultants”.
Here’s what they wish you knew: you do PR all the time. Your agency’s job is a different job. Here’s how it works:

If you are going to be an effective spokesperson, you need to understand the media and what drives them. If you can understand that, then you can start giving the journalist what he or she wants. Remember: you are in a competitive situation. Other companies are also trying to get into the media. Your ability to control how the media sees you depends on how well you understand what the media wants. You can watch this video FREE by clicking "About Media Training", or you can download it at a cost of R8 using the www.yourcred.com system. Watch this FREE video resource to learn a bit more about what the media is actually in business to do. The answer may be surprising!