Avoiding the tactic trap

Don’t take the bait.Braden McMillan is director of communications at the Business Council of British Columbia. 
“We need a press release!”
It’s a request that those of us in PR and communications hear all too often. If it’s not a press release, it’s “this should be on our website,” or my favorite: “this will go viral on TikTok.”
Whether in a corporate boardroom or on a call with a client, the fast-paced world of PR is rife with big