Although i agree that a good consultant should be able to “almost every account”, there are alot of us who “specialised” or spend alot more time and have more experience in certain “types” of PR.

Here, i am not just talking about pitching stories. I am talking about drawing up sustainable consumer campaigns.

I suppose which side you take then depends on which publication we’re talking about because the last thing you want is to sound like telephone conversations between computer helpdesk staff and computer idiots on the other end of the line. (Then again, such articles may give comfort and assurance to the not too tech-literate among us!)

From the PR perspective, I would still go with the age old belief that a good PR person should know the industry of his client. It is only through such knowledge and understanding that he would be better able to assess and evaluate the threats and opportunities accurately.

If then there is a need to repackage the resulting article to reach a less tech-savvy audience, then he should be able to ‘pitch down’ to reach them.

I do not think the existence of such an audience and the need to connect with them is an excuse to be ignorant about the industry. Worse, to disguise the lack of knowledge in the name of giving ‘a fresh perspective’ to a given issue.

If a client has to be forced to use a less tech-savvy PR person in order to get new ideas and the fresh perspective, then does it really does say something about the kind of creative they are getting from the tech PR now?