Tip Sheet: Should We Do PR the ‘Right Way’ or ‘Right Now’?

We are in the midst of a 21st century conundrum. Should we, as change managers and PR professionals, stick with tried-and-true social science approaches to problem solving based on years of study and proven effectiveness? Or should we “go with it,” throwing away all the old school concepts and just accept that our world now belongs to social media? In other words, should we do it “right,” or is it more important to do it “right now”? The practical answer may be that we must combine both old school and new.

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