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Pre-Web, the marketing and communication vehicles were largely defined by media relations, advertising, print and events. But in a digital age, the rules have changed for communicators.
In 2010 Toshiba America Business Solutions (TABS) created the Helping the Helpers Technology Makeover contest, which pitted nonprofits against one another to win a full-blown technology makeover.
If you want to get on the fast track in your organization via communications, you need to master two of the most traditional PR skills: written communications and media relations.
It’s not enough anymore for PR pros to get their brands and organizations exposure in appropriate media channels. Communicators need to provide their organizations with a ROI.
The promise of Big Data is slowly giving birth to a generation of metrics-driven PR professionals who have embraced stats and trend lines as powerful story telling devices.
Whether they are social media trolls looking to start trouble or people with a legitimate gripe about your products and/or services, PR managers need (in most cases) to address detractors in a dignified way, one way or another.
Today’s communicators need to practice a kind of integrated leadership that allows us to collaborate with others and see the connection points in everyone’s role.
Communicators know that building a solid corporate reputation could take years—and vanish overnight if the company slips up. That’s why it’s so important for PR pros to play long ball.