How PR pros close the sale

Public relations professionals know their craft.
They excel at writing brilliant press releases and op-eds. They deliver to
radio and television producers the perfect guest at the proper time—every
time. They succeed at managing their organization’s personnel, time and
resources.
None of it matters, though, if nobody buys their products and services.
How does one go about selling them? Here are some PR pros in different
specializations willing to weigh in on their preferred methods