Guest post by Shonali Burke, ABC “Don’t sweat the small stuff.” It’s a mantra we’ve heard for ages. Not just self-help gurus, but women’s magazines (yes, I do read my Good Housekeeping), life coaches, work coaches … everyone will tell you to not worry about the minutiae of life as a way to deal with our increasingly complex world. And it is certainly a way to get past the moment and focus on what really matters. But it seems to me that good PR practitioners do sweat the small stuff. Today, the term “PR” invariably conjures up visions of flashy promotions, “ink” and one of my favorite words-to-dread, “buzz.” Let’s remember, though, that read more...