The afternoon sun pours through the south-facing window of Fortune assistant managing editor Jim Aley, and not even a jumbo floor fan can keep him from feeling the heat. Perhaps it's fitting: Aley's job is to publish fresh, compelling tech stories twice a month in a world where hundreds of competitors blog and Tweet around the clock. Can PR pros help him?
"Not a 20-minute conversation with founders, but a commitment." Ideally, he "wanted to get them out of the office." What he got was two full days "just talking about Zillow and real estate entrepreneurs etc.," with a trip to a Seahawks game, family, dinner and drinks included. The corporate PR director "was great … accessible and bright … a sounding board…" and not just for Zillow, but for the real estate market in general.