Problem: Public Relations firms must grapple with ad agencies for the attention and trust of clients.

Solution: George Lemmond urged PR practitioners to fill in that void by taking personal interest in the clients’ products. He gave a keynote speech for the management of a major PR company that was adapted for a featured article in "Public Relations Journal."

Results: By eating their food, shopping at their stores, or using their services, they gained clients’ respect as bona fide, interested consumers. They earned a place at the table.