Overview by Ketchum CEO Ray Kotcher

Babson College President Leonard Schlesinger and Boston University PR Professor Donald Wright share their thinking on the value of PR in today's business environment

Viewpoints

Four PR experts answer four critical questions about how PR is addressing the challenges of today's vastly changed media landscape

Roundtable

Communications pros from the agency and corporate worlds offer insights on how PR can prove its value in a challenging economy

Street Smarts

New numbers on how PR will contribute to the growth of marketing and communications

Viewpoints

Many of the challenges facing today's communicators are the result of a vastly changed media landscape. Highly fragmented media have made attentive audiences more elusive while social media, specifically, have made critics and cynics louder. A critical voice can come just as easily from an activist from the other side of the world as from a disenchanted customer across town. And consumers look to one another to hear about products and services and the companies that provide them. Still, marketers need to disseminate their messages. How can PR help? Here, four PR practitioners answer these critical questions about how PR is addressing today's communications challenges:

What's the most efficient way to reach an audience with PR messages?
How can PR appropriately tap into online conversations?
How can multinational companies compare PR results across countries?
How can PR determine which bloggers to work with?

Viewpoints

What's the most efficient way to reach an audience with PR messages?

How can PR appropriately tap into online conversations?

How can multinational companies compare PR results across countries?

How can PR determine which bloggers to work with?

Perspectives Staff