PR News asked a cross-section of senior communicators and academics to share their responses to this question: How can public relations leaders become stronger strategic business advisers as the lines between PR, digital and marketing continue to blur? Their responses varied widely, although most agreed that being attuned to business goals is of primary importance.
As PRSA celebrates its 70th anniversary, the group’s chair, Jane Dvorak, looks back at the group’s early days and where it is today. After examining several reports and polls, her surprising conclusion is that the more things change in PR, the more some things, or skills, remain constant.
PR is about advising top management and ensuring that ethical business practices, good judgment and transparency are not only communicated, but implemented and enforced, argues Adriana Stan, PR director for W magazine. If you are Uber, United or Pepsi these lessons are clear by now, she says.