How to Use a PR Mashup for High-Impact Results

Pairing Social Media with Traditional Communications Techniques

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Category: Social Media

When it comes to public relations, taking an all-or-nothing approach is often a recipe for disaster. Join this discussion with industry experts to learn how top organizations are blending new media with old media — like television, print, radio and grassroots outreach — for even more creative, exciting and results-bearing programs. Based on industry case studies, learn when social media should take the lead, when it should be used as support, and how to reinvigorate “forgotten” techniques and outlets for incredible success.

You will be able to:

  • Understand common communications scenarios in which social media tools play a supporting role versus a leading role, and the ideal mix between new and old media.
  • Understand the use of “old media” communications tools and outlets in novel ways — alongside social media tools — for increasing message saturation and driving audience behaviors.
  • Analyze your own communications mix to determine areas where social media tools should come into play.


Photo of Mike McDougall, APR, Fellow PRSA

Mike McDougall, APR, Fellow PRSA, has served in senior corporate and consulting roles for the past two decades including positions as global vice president, corporate communications and public affairs for eye health giant Bausch & Lomb Incorporated, and director of worldwide public relations for Eastman Kodak Company’s $9B consumer division. Now the president of McDougall Communications (Rochester, New York, and Indianapolis), he and his firm work with emerging and global brands to grow their market presence and reputation.

McDougall’s high energy presentations on the future of the PR profession have been experienced by more than 7,500 communicators over the past decade in North America, Europe and Asia-Pacific including packed rooms at 16 PRSA International Conferences dating back to 2000. In 2016, he was one of only four Americans invited to present at the biennial World Public Relations Forum. He is a regular columnist for PR News, a PRSA Silver Anvil senior judge and 11-time award recipient, a member of the Arthur W. Page Society and a guest lecturer for multiple graduate and undergraduate public relations programs across the U.S.

Photo of Nicole Ravlin

Ravlin has advised organizations ranging from entrepreneurial ventures to some of the world’s best-known brands. Prior to co-founding PMG, she held positions at Cone Communications and Giles Communications, and was director of sales and marketing for Topnotch Resort.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.