The part entitled "Expanding a PLan into a Proposal" caught my attention in this chapter. It talked about preparing proposals for their clients and how it contained all of these different things... an executive summary, a situation analysis, a statement of purpose, a list of publics, other things, blah, blah, blah... and I compared it to people in life. Life is a proposal. When you meet people, you are your own proposal. You may be a shitty person, but you also may be really attractive and dress nicely, so you're gonna get more dates and stuff. On the other hand, you may be a kick ass person, but if you dress like a slob, nobody is gonna take a second look at you unless it's maybe to laugh. It's kind of like the movie "Shallow Hal" or "The Truth About Cats and Dogs." So in PR, you want to be the good looking person. You want to get the dates. You want to maximize your positive attributes, and minimize your shortcomings (granted you even have any.) You are your own product, and you want people to invest in you: you want their trust, their friendship, their time.