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A definition some people have chosen to give to a growing skill area in PR. We believe this should not be a separate area as understanding prevailing digital techniques and applying them to the benefit of clients and principals is a key determinant of what makes a good professional.
As the barriers between organisations and their stakeholders continue to come down, we believe public relations must be local, conversational, and communal. We’re in the age of networking and influence, and the public in public relations needs to give way to social.