PR Squared: Will PR Ever Get Better?

The longer you've been doing PR, the more depressed you'll get when you read this: it's a quick primer on how crappy PR people can be; how clueless and junior and feckless. But what is most depressing is not the content, but the fact that this is merely yet-another-example. Diatribes like this one from SWMS have been published for and about the PR industry for as long as I can remember. Whatever happened to the themes of continuous improvement? Why are PR agencies not investing more time and attention to best practices? Why do we continue to let barely-trained greenhorns trammel our industry's reputation by setting them loose on a cynical press corps? Train for excellence. Measure for results. This must become our mantra.