Rolling out new tools

Posted by Laura Woods

The public relations profession is at a wonderful and challenging crossroads in its evolution. No longer can the traditional approach of solely using press releases be effective in building a client’s reputation and media presence. Now PR professionals have to be comfortable integrating all aspects of social media — blogs, Facebook, YouTube, Twitter and other tools – into their strategic arsenal. Beyond proactive approaches, PR pros need to be diligent in setting high standards for all communications and monitoring for questionable or negative impacts. (more…)