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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: 25 min 16 sec ago

The path of perseverance: Carving out a new career

March 1, 2012 - 12:00am
Given the drastic changes in print during the past 10 years, many journalists have been making the transition from the newsroom to public relations with greater frequency. While it isn’t a new idea for journalists to shift careers and become PR practitioners, the trend has accelerated because of marketplace pressures.

What’s lurking behind the jargon in those job ads?

February 29, 2012 - 12:00am
Many help-wanted ads use jargon like “detail oriented,” “team player” and “self-starter.” But as Fortune/CNN reports, such buzzwords may signal dirty secrets about the true nature of the job.

Editor’s Corner: Public Relations Journal, Vol. 6, No. 1

February 29, 2012 - 12:00am
Eight research articles have been selected for inclusion in the Vol. 6, No. 1 edition of Public Relations Journal. These include: "Rehabilitating Your Organization’s Image"; "The Impact of Apology on Organization"; "Animal-Welfare Activists vs. the Calgary Stampede"; "Elite and Popular Newspaper Publication of Press Releases"; "Revisiting the Continuum of Types of Organization-Public Relationships: From a Resource-Based View"; "Challenging Crisis Communications’ Rules"; "Dimensions of Emergency Messages as Perceived by Journalists and Sources"; and "Russian Women Secure Their Professional Identities in Public Relations in a Hyper-Sexualized Patriarchal Workplace"

Will voluntary guidelines for Web companies protect online privacy?

February 24, 2012 - 12:00am
Amid recent controversial practices by Web companies, the Obama administration has announced voluntary guidelines to protect consumer privacy online. As The Washington Post reports, the voluntary guidelines are a win for Google, Facebook and other Internet giants that have fought against tougher federal mandates. Google, Yahoo!, Microsoft and AOL have also agreed to voluntarily embed “do not track” buttons in Web browsers.

Clicks and cravings: Study shows impact of social media on food culture

February 23, 2012 - 12:00am
A new study from food and nutrition marketing agency Publicis Consultants USA and consumer research firm The Hartman Group shows that social media is redefining Americans’ relationship with food. “Clicks & Cravings: The Impact of Social Technology on Food Culture,” reveals that personal relationships provide cues for food and beverage marketers and that “social/digital media is replacing mom as the go-to culinary source of knowledge for many people.”

Does Jeremy Lin’s popularity signal a post-hype world?

February 22, 2012 - 12:00am
“Linsanity” over New York Knicks basketball star Jeremy Lin is refreshingly free of hype, Jason Gay wrote for The Wall Street Journal yesterday. Hype is when you can buy a personalized jersey or action figure before the athlete has started playing, he said, adding that such attempts are annoying and mostly fail to inspire.

Overcome the obstacles of reading on-screen

February 17, 2012 - 12:00am
Learn how to write blog posts, Web pages, email messages, status updates and other copy without repelling your readers.

Blogger survey: CEOs who acknowledge mistakes are better, more authentic leaders

February 16, 2012 - 12:00am
Bloggers want CEOs to acknowledge the mistakes and excesses of corporate America to show that they are in-touch with reality, even if the leader's company hasn't displayed any bad behavior, according to a survey by the 10 company and Gotham Research Group.

Taking confrontational tack, NCAA pushes back on media

February 14, 2012 - 12:00am
Under a new editor of digital communications, the National Collegiate Athletic Association is being more aggressive in highlighting what it considers inaccurate or unfair reporting, according to The Chronicle of Higher Education.

Investors clamoring for clear disclosure of political spending

February 9, 2012 - 12:00am
Shareholders are seeking greater transparency in how company money is spent to influence politics. As reports, stockholders in companies from Apple to Ford and Pepsi are petitioning corporate boards this proxy season, demanding an accounting of funds spent on campaigns, super PACs and political causes. Corporate-governance experts and some members of Congress are pressing for new federal rules.

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!