South Africa, July 16 -- I have worked on some of the most amazing print publications, including Advantage magazine, which some of my older peers and colleagues will remember. It was an iconic print publication that featured advertising agencies on the cover.

Everyone wanted to be on the cover of AdVantage. We would get calls asking what it cost to be featured on the cover. The truth was it cost nothing. You just had to pitch your agency and why it needed to be featured on the cover.

What does it have to do with WPRD? Well, everything.

The PR professional's role

Because it was the PR professionals who approached us, developed ideas for the cover and the story, and then set up the interviews, rounded up the relevant people and gathered...