John believes that, for too many organizations, the practice of Public Relations means little more than press releases. It's all about "getting the good news out." But what they seldom ask is Out where? and, once that news is out, Who will care?

"Saying nice things in a press release might make clients feel good, until they realize the media isn't paying any attention."

Mention the words "Public Relations" to other people, and they likely think of slick operatives controlling public response by spinning negative news. Success for these damage-control devotees often is measured by the impact some incident didn't have on an organization's performance.

"Of course, crisis communications is a crucial element of PR, but what really excites me is using strategic communications to drive a company's results. Effective PR isn't about limiting impact. It's about truly influencing outcomes."

With more than two decades of experience as an award-winning journalist, author and corporate communications professional, John has a keen understanding of the give and take in any PR effort, and the strategic planning and execution necessary to make it a success. John has guided winning projects for a diverse collection of organizations including Fortune 100 companies, non-profits, government agencies and elected officials.