It’s imperative that PR be part of integrated marketing. Making that happen requires that PR focus more on measurement, technology and critical thinking, writes Anna Ruth Williams.
Stories by Anna Ruth Williams
The future appears bright for PR as advertising will cede its authority, a panel of veteran PR executives says. Yet PR pros must be prepared to grab the mantle, bolstering their knowledge and use of technology and working strategically. In addition, communicators must continue to build relationships with clients.