Is the practice of public relations any different today than in years past?

That’s one of the more frequently asked questions in blog communities, LinkedIn discussion groups and Twitter streams. While changes to our profession continue unabated, I’d argue that many of public relations’ core elements remain the same.

Whether you categorize it as traditional, digital or social media, public relations still is the discipline responsible for strategic communications between a company and the public. It engages consumers to create brand advocates and build beneficial relationships. It requires critical thinking and excellent writing and speaking skills. And it involves applicable research, adequate resources, ethical conduct and ongoing measurement and evaluation.

Read the entire article at PRSAY.

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