Cision’s Brett Safron assesses the current digital landscape and how PR professionals have embraced the social media revolution. He also discusses what 2011 may hold as we develop the next generation of tools, leverage new developments and become completely digital.

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Influencing the news cycle in real time

Real-time opportunities happen right now – and you have to be ready for them. In this month’s Digital Dialogue column, Ryan Zuk, APR, talks to David Meerman Scott about how to leverage information into business realities.

QR Codes offer new options to connect

As two-dimensional bar codes are appearing more frequently, PR professionals are recognizing the benefits of sending consumers and media to specific sites for information. Lesley Simmons, APR, explains how to directly connect with a fragmented public and measure value by using these codes.

Social media makes it easy for outraged consumers to broadcast their dissatisfaction around the world — sometimes in minutes. Rusty Cawley, APR, shows us how to manage an online controversy by taking the FOUR Step approach and responding with feelings.

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Ask the Professional

  • Who Should Own Social Media?
    Q: Our organization is increasing its social media presence. A turf war is developing over its internal ownership. How can I best make the argument that public relations is the rightful home of social media?

PRSA Perspectives

  • Weathering the Economic Downturn
    William M. Murray, CAE, PRSA president and COO, discusses how the Society has weathered the economic downturn. He also explains recent efforts to increase your membership value and respond to the changing realities of the profession.

Profiles in PR

Diversity Dimensions

  • Diversity Briefs
    This month’s Diversity Dimensions column features briefs on workplace discrimination against Muslim workers, lower pay for female managers and the reversal of the college marriage gap.

PR Blotter

  • PR News Briefs
    This month’s PR Blotter column features briefs from the Wall Street Journal, Gallup and the CMO Council.