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Strategies & Tactics

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Strategies & Tactics is PRSA’s all-new monthly, a fresh-looking, modern newspaper with bigger, bolder images along with a high-quality, heavier paper stock. The publication — highlighting the strategic and the tactical aspects of the profession — features hands-on, how-to articles and magazine-style pieces in a more multifaceted visual package. Strategies & Tactics will help you stay up-to-date with the latest news, best practices and information about everything from crisis communications to social media to reputation management. The monthly newspaper also provides feature-length commentary on the strategic importance of public relations as well as case studies and views on changing concepts in communications. Our goal is to provide lifelong learning to help you improve your job skills, stay competitive and advance your career.
Updated: 55 min 22 sec ago

Cable news and Internet remain top campaign news sources; others decline

February 8, 2012 - 12:00am
Regarding political news, cable is now the top regular source for Americans, according to a Pew Research Center study released yesterday. Thirty-six percent of respondents said that they commonly learn about candidates and the campaign trail on these types of networks. In 2000, 34 percent of people were regularly getting this information from cable news, as compared to 38 percent in both 2004 and in 2008.

Young CEOs fuel debate on experience versus energy

February 8, 2012 - 12:00am
The ascension of Mark Zuckerberg and other young tech CEOs is renewing arguments that pit creativity and familiarity with emerging technologies against the need for disciplined decision making and experience in dealing with hard times

Will new leadership steer Goldman Sachs out of PR muck?

February 6, 2012 - 12:00am
Goldman Sachs, the Wall Street giant that has been battling negative publicity since the financial crisis of 2008, may be looking for a new PR chief, The New York Times reports.

How Penn State PR students gathered community for vigil

February 6, 2012 - 12:00am
Penn State students took matters into their own hands in the wake of the child abuse scandal on campus and the university’s subsequent failure to communicate through the crisis. Here, two students share their story.

Getting it write? Surveys point to declining writing skills among young professionals

February 6, 2012 - 12:00am
Most people agree that good writing is the most important skill for success in public relations, especially at the entry level. Unfortunately, the level of writing in public relations is not where it needs to be.

Join the Public Relations Journal Editorial Review Board

February 6, 2012 - 12:00am
PRSA is accepting applications and nominations to serve on the Editorial Review Board of the Public Relations Journal, the Society’s Web-based, open-access, peer-reviewed, quarterly publication.

The 7 habits of highly incompetent editors

February 6, 2012 - 12:00am
We hear the complaint all the time — most often, it’s about “the kids these days” — that nobody knows how to write anymore. We can blame bad parenting or inadequate schooling or text messaging, but there’s at least one thing we can do about it: help them improve.

The importance of writing strong photo captions

February 6, 2012 - 12:00am
For PR pros, digital video and photo technology, easy-to-use editing software and the ease of content sharing have made photos and videos alluring tools for getting our message across. But images are not magic wands. They need words to help them work their magic, like star performers need a stage. Photo captions do that work by providing a framework for your images so that your audiences will respond to them in the way that you want them to.

Grads often unprepared for today’s working world, survey says

February 3, 2012 - 12:00am
Fortune/CNN reports that recent college grads and the Class of 2012 might not be as ready for the working world as they think,according to senior managers and C-suite executives polled for a recent study on behalf of the architectural firm Woods Bagot.

Sharpen your writing skills: Write now!

February 1, 2012 - 12:00am
Sharpen your writing skills: Write now!

For its centennial, Girl Scouts encourages ambition

February 1, 2012 - 12:00am
To mark its 100th anniversary, Girl Scouts of the USA is shifting from its usual tack of recruiting members and raising funds to a new marketing technique that puts a larger cause ahead of an organization’s needs, The New York Times reports.

How communicators can leverage gamification

February 1, 2012 - 12:00am
Ryan Zuk explains how gamification helps organizations crowdsource ideas, drive and even train people for improved job performance in this month’s Digital Dialogue column. Gamification integrates gaming elements like points, levels and leaderboards into campaigns to encourage engagement and guide specific outcomes. Communicators can use it to carry messages, create awareness and affect measureable actions.

The effective, multicultural practice of public relations

February 1, 2012 - 12:00am
As practitioners work for diversity and equity in the organization, they should also examine the products and messages that they produce. In this month’s Diversity Dimensions column, Natalie T. J. Tindall, Ph.D., 2012 PRSA diversity committee chair, identifies several components of the multicultural PR practice and outlines characteristics of practitioners who work in and with diverse audiences.

Avoiding words that the media hate

February 1, 2012 - 12:00am
Tom Gable, APR, Fellow PRSA, talks about the lazy PR writer’s lexicon and how to avoid sounding like other news releases by using the same language. Think about solid differentiation, positioning, compelling ideas, supporting evidence, data and outside validation. He provides examples from a languid writer to show how to turn a topic into a more interesting story with strategic thinking.

What you and your clients need to know about AVEs

February 1, 2012 - 12:00am
What do you do if a client doesn’t want to change what they’ve been doing for a long time? In his second installation of the Ask Doc Rock column, measurement expert David B. Rockland, Ph.D., tells us what clients and PR practitioners need to know about meaningful metrics, and provides some ideas on how to dissuade clients from using AVEs.

Top Latino and multicultural bloggers to present at Hispanicize 2012

January 30, 2012 - 12:00am
Top Latino and multicultural bloggers to present at Hispanicize 2012

For Carnival Cruises, purported survivor discount further enflames critics

January 25, 2012 - 12:00am
For Carnival Cruises, purported survivor discount further enflames critics

Are scoop-chasing journalists blinded by pursuit of glory?

January 24, 2012 - 12:00am
The breaking news on Saturday evening that former Penn State football coach Joe Paterno had died — proven wrong when Paterno’s family announced his death the next morning — shows the hazards journalists invite by rushing to get the story first, Craig Silverman writes for Poynter.org.

The 2012 Edelman Trust Barometer: Faith in government plummets

January 24, 2012 - 12:00am
The credibility of government officials and CEOs experienced the biggest drops ever in the Edelman Trust Barometer.

Whether we look for it or not, news finds us

January 19, 2012 - 12:00am
Many Internet users come across news unintentionally, says research cited by the website of Harvard’s Nieman Journalism Lab.

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