Pull out a PR proposal from five years ago and compare it with one being presented today. Chances are, a large part of it will look surprisingly familiar: media coverage, press releases, journalist interactions, interviews, story opportunities and monthly reports. Coverage. Coverage. Coverage. Then twelve months later, when the contract is up for renewal, everyone goes back to that same proposal. How many releases were promised? How many were delivered? How many journalist interactions happened? How much coverage came in? Which publications covered us? We spend the year managing communications and reputation, and then assess the relationship against a checklist of activities agreed twelve months earlier. PR has moved on.…