An International Conference Recap and Look Ahead to 2017

December 1, 2016

Welcome to the International Conference recap edition of Tactics. In the pages ahead, you’ll find an overview of the General Sessions and other key professional development workshops from this year’s event in Indianapolis on Oct. 23–25.

The bulk of this issue was out the door for press by Election Day. There’s plenty for communicators to sift through from a contentious presidential election — and we’ll explore these themes in upcoming Tactics. (Our daily Issues & Trends e-newsletter also has included links to major post-election storylines.)

The continued rise of fake news has dominated headlines in recent weeks. The circulation of false content isn’t a new phenomenon, as we saw during Superstorm Sandy in 2012 with reports of a flooded New York Stock Exchange and “Sharknado”-type scenes of carnage on New Jersey streets.

Since Election Day, fake articles or stories taken out of context have impacted brands such as PepsiCo and New Balance.

Richard Edelman, president and CEO of Edelman, offered this input on his 6 A.M. blog: “The ultimate question for PR executives remains: when to intervene and when to let a story run its course and die of its own weight. When there is a political tinge to the story, there must be immediate clarification of the CEO’s intent and explanation of the context. There must also be a concerted effort to correct errors in mainstream coverage that give opinion blogs the oxygen to keep the story going.”

As for other subjects that we will be covering in the New Year, our 2017 content calendar for Tactics is listed below. Let us know if you are interested in contributing. I’m happy to talk about possible story ideas or interview subjects. You may reach me at

On a final note, please enjoy your holiday season, and all the best to you in 2017.

2017 PR Tactics Editorial Calendar:

January — Trends & Tools
February — Writing & Editing
March — Media Relations
April — Your PR Business
May — New Pros & Career Development
June — Measurement/Employee Communications
July — Digital & Social
August — PR Boot Camp/Diversity
September — Ethics
October — Education
November — International Conference Recap
December — Leadership & Management

John Elsasser

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



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