Do the principles apply to any industry or topic?

Michelle Perkins appeared on the show and she talked about how she had been in the education sector for 15 years on and off, politics and the Pet sector (dogs and cats) and that the same principles of engagement applied throughout, even if the motivation of the people in each area was different.

For example, she pointed out that parents and pet owners have a lot of similarities. They are protective, often anxious and feel under pressure. That similar characteristic helped to frame how she approached the PR for these areas.