Do yourself a favor as a PR practitioner. If you don't, you risk annoying the media and angering your client. Because a major agency yesterday apparently forgot this rule in an all-out effort to get ink and coincidentally show up our agency. You know the routine. We'll take a piece of a company's PR business and by working hard, we'll kick out the incumbent PR agency and get all the PR business.
Every agency does it.
We do too. But, if you're going to do that, don't do what this agency did. The major agency handles Client A's web site. We handle Client A's national media contact. The major agency ran to book media and did a great job.