Public Relations (PR). The profession requires sound knowledge, training and application of creating and promoting the public image of an institution, corporation and etc. I remember, and still appreciate, meeting some of the top PR practitioners in the market in my short 20-something-years career. Whether it was someone from a hotel, or a professional PR organization, they were consummate professionals. As a journalist, attending events and interviews puts us in contact with these behind-the-scenes unsung heroes or heroines. First impressions are important to these PR professionals; a firm handshake, constant eye-contact during a conversation were important factors that separated them from the competition. In a nutshell, a personal touch with direct access to important personalities in the media were crucial, and many have maintained personal relationships successfully. Then, they also practiced visits to offices to meet the editor in person. Today, the internet has changed