"Since the dot com era, modern PR has evolved leaps and bounds from the days of traditional PR and advertising, which heavily relied on television, newspapers, and traditional media. Effective modern PR combines digital and traditional approaches to maximize results, and a methodical application of this is sure to impact a brand's visibility and longevity."
"For brands still stuck in the traditional PR era... I’ve outlined four crucial self-assessment questions that will help them revitalize their worn-out PR and regain faith and confidence in PR practice."
"The industry was ruled by a 'scatter-and-pray' approach to PR. A large portion of the PR industry gave their clients access without strategy - basically giving them visibility in as many outlets as they could pay."
"The most successful PR campaigns stay flexible. No one can tell with certainty... organizations that still treat PR this way aren’t seeing any returns."
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