Tip Sheet: Evolving Tacticians Into Strategists

PR execs already know that those who matter most to them, from clients to senior executives, are not simply looking for a PR person. They need a valued business advisor -- a strategist. The question we face today is not if our industry needs to undergo this transformation to strategist, it's how to do it. And importantly, how do we teach the younger generation to become strategists? PR pros must move beyond the "what" to the "so what," and ultimately to "now what.

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