How to be the right kind of ‘edgy’ in your PR campaign

Working in public relations can be like tending a bonfire.
You have to feed the fire just enough to keep everyone warm and happy but
not so much that it gets uncomfortable or out of control.
We all know how easy it is to toss on one too many logs. A while back, I
was working at a PR agency that had just started to sign some high-profile
clients, including a popular food and beverage brand. The client came to us
feeling outgunned, attacked by a well-known celebrity who had joined forces
with an