012 PR as a Offensive Tool with Janet Falk
b'PR professional Janet Falk, principle of Falk Communications and Research, discusses how law firms can use PR proactively to instigate key influencers to undertake actions that lead to positive outcomes for their clients. We discuss the multiplicity of "publics" that public relations can reach, the increasingly fragmented nature of these in the digital age, and examples of PR being used to reach particular groups in order to advance clients\' interests.'