Much of PR work is strategic and analytical. A great idea is only as good as its execution – it must be disseminated in the right way, make the most of digital media, and its effectiveness needs to be measured. Which is partly why James Crawford, managing director of PR Agency One, believes that geeks are taking over the PR industry. http://www.prmoment.com/2572/is-pr-an-art-or-a-science.aspx#.U5G8r0P0xz4.twitter