On Feb. 6, public relations industry leaders convened at PRSA Silicon Valley's annual Future of PR event. Moderated by PRWeek Editor-in-Chief Steve Barrett, the panel included Atomic PR CEO Andy Getsey, Dell VP of Communications Kelly McGinnis, Facebook Director of Technology Communications David Swain and University of Southern California Annenberg School for Communication & Journalism Associate Professor Burghardt Tenderich.
The panel agreed that PR professionals must consider the following strategies in 2013:
- Think about how to partner with ad agencies instead of fighting over budget
- Stop measuring clips and start analyzing impact
- Know the boardroom as well as you know your media list
- Don’t just seek to educate and persuade your influencers, entertain them too