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The song “Everything old is new again” was written by Peter Allen and Carol Bayer Sager and was first released in 1974.

The same sentiment can be applied to many of the functions we perform in public relations today and how we did it in the ancient times when I first came into the game.

There is no doubt that the Internet has revolutionised public relations and what we do today, but when I first started in PR it wasn’t a total desert.

What makes a perfect client for a public relations consultant like me?

Sure I could be serious and trot out the need to set realistic objectives, communicate a message, have a good story to tell, news is news and all that stuff, but I usually take the light-hearted approach and say this:

“My perfect client is a benevolent dictator, who agrees with my point of view and has an unlimited budget”.