The post "3 PR lessons from Bill Clinton" at Ragan's prdaily.com offers good insight into general public relations and message development. For example, writer Mike Kennerknecht suggests the former President emphasized trend lines over headlines. The headlines can be deceptive, and journalists today are looking for important trends for their stories. Help them with the right content and you will often be in a better position to control the message.
Two other points involve empathy and confidence. Read the full post here.