3 Tough Challenges Facing PR Counselors Today


The PRSA Counselors Academy surveyed its membership last May to better understand the issues facing the leaders of PR firms across the U.S., Canada and Puerto Rico. Not surprisingly, three key issues rose to the top: surviving the economic downturn, navigating social media and retaining a sense of authenticity as counselors continue to move from simple tacticians to trusted business advisers. ECONOMIC DOWNTURN CHANGES THE GAME Surviving the current economic downturn is paramount for firms and those who run them.

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