Making The Most Out Of Your PR Department: A Five-Step Approach

Once the champagne fog of New Year's lifts and the well of vacation days runs dry, it's time to hit the ground running for another year. But like all January 1-inspired

initiatives - revisiting diets, recommitting to workout schedules - revamping one's communications department should not be omitted from the to-do list. Thus, the following five-

step strategy - outlined by Fraser Likely (president and managing partner of Likely Communication Strategies) and expanded upon by Matthew Gonring (vice president for

global marketing and communications, Rockwell Automotive) and David Rockland (partner and global director of research at Ketchum) in PR News' December

Webinar- takes the fear and loathing out of a long-term commitment PR measurement.