Agencies still provide media training and crisis management, of course, but they also offer strategic counsel, execute and measure campaigns and protect brand reputation.
For Liam D. Leduc Clarke, senior VP of business management at APCO Worldwide, a growing number of clients are asking for the same thing these days: Help us break down silos and cross-function PR, marketing and communications throughout the entire organization.
For PR professionals, especially those tasked with pitching story ideas to the media, the mantra to remember is “Keep It Short and Simple.”
There are a few things to keep in mind — not to mention pitfalls to avoid—when navigating the space between jobs.
Those who have been working for years on developing standard practices for PR measurement have long advocated that communicators need to put first the business outcomes that matter most to senior leaders and clients.
“One of the most challenging aspects of working in PR is building relationships with reporters,” says author Tania Luna, who will be the keynote presenter on day two of PR News’ Digital PR Conference in Miami. “Luckily, things get a lot easier when you have the science of surprise on your side.”
“Mad Men” involved concepts that are outdated, but the series still holds crucial lessons for C-Suites and will help them evolve in this quickly-growing digital age.