Trevor Punt, managing director of TBG Group, says effective PR comes from understanding the need to tell a story. A PR contact of mine recently observed, “the thing about big PR firms is that they’ll watch a pencil roll off a table, discuss it for a week, then bill you for it. They bear an unfortunate likeness to a monomaniacal echo chamber of bloated self-importance and self-righteous froth.” A little harsh perhaps, but PR as a business function, isn’t generall...