A New Year and New Columns

January 1, 2015

Editor’s note: We’re sad to report that Mike Herman, a beloved PRSA member, a visionary professional and the author of a new Tactics column, died unexpectedly on Jan. 3. He was 67. For more information, here is PRSA's tribute to Herman.

Welcome to the first issue of Tactics in 2015!

You’ll notice a few changes in the pages ahead. We are introducing three new monthly columns.

In “Going Pro,” a rotating group of new professionals will be offering advice to PR practitioners just getting started in their careers. In the inaugural column, Stephanie Vermillion, a senior account executive at Cincinnati-based Wordsworth Communications, offers New Year’s resolutions to help ensure that the word “millennial” has a positive connotation in the workplace.

As she writes, “We’ll develop as esteemed young professionals by embracing our generation’s best traits, eliminating the negative ones and happily collaborating with PR professionals spanning multiple generations.”

You may find “Going Pro” alongside “State of Independence.” Tim O’Brien, APR, a longtime Tactics contributor will focus on topics of interest to sole practitioners, or those considering a similar career path.

In his first column, Tim talks about some of the factors that led him to start his own practice in 2001, after 10 years in corporate communications at Ketchum.

“Since then, I’ve been able to help others who are contemplating the same path,” he writes. “It’s been rewarding to see them find their niche and flourish. In this column, I will try to do the same. I will work to provide information and news that independent practitioners can use.”

And you’ll find a new feature by another familiar name. Michael L. Herman, APR, Fellow PRSA, is tackling a variety of topics in “Changing Times.”

“This column will attempt to take the pulse of our profession and encourage feedback from those who specialize in all sectors — from corporate, agency, military, government and not-for-profit, to entertainment and media,” writes Herman, recipient of the Gold Anvil, PRSA’s highest individual award, in 2009.

These three columns join another recent arrival —  “Taking the Lead” by Ken Jacobs, which debuted in October. Each month, Ken shares insights from respected leaders in the PR community.           

Elsewhere in this issue, Kathy Barbour, APR, PRSA’s 2015 chair, offers her outlook on the year ahead for PRSA and the profession. We also hear from a cross section of communications professionals who share the PR-related trends they see on the horizon in the New Year. We’ll check back in 12 months to find out how they fared with their predictions!

John Elsasser

John Elsasser is the editor-in-chief of Strategies & Tactics. He joined PRSA in 1994.



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