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PR is changing.
Gone are the days of sending traditional press releases with boilerplate and headshots to an entire media list. Gone, too, is working independently of your organization’s sales, IT, marketing or HR departments.
This shift provides many opportunities for communicators who embrace new skills and help extend the frontiers of the industry. However, it also comes with challenges.
Here’s how you can overcome them, with help from speakers at our upcoming PR Daily World Conference:
1. PR pros’ responsibilities are staggering.
Communicators now wear multiple hats and must keep current with digital media trends, media relations best practices, crisis communication strategies and measurement. Many PR pros do double duty with marketing and social media, and the increasingly cluttered media landscape requires you to be skilled in writing, data analysis, marketing automation, strategy development andmore.
It can be overwhelming.
Luckily, myriad sources are available for lifelong students of PR. You can read up on best practices in industry publications and blogs, attend conferences and workshops, network with others in your field, or take classes to stay current or develop a new skill.
PR Daily World power tip: Check out how Jake Jacobson, PR director for Children’s Mercy, is spreading tales of “brave kids” and “brilliant docs” through its patients, news outlets and social media. Then learn from him as he shows how PR pros can tear down their organization’s silos and blend strategies and channels to boost the bottom line.
2. Crises can come swiftly, thrashing your reputation.
PR pros have always stayed