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PRSA is the largest professional organization serving the U.S. public relations community. With a mission to “advance the profession and the professional,” PRSA provides news and information, thought leadership, continuing education and networking opportunities; sets standards of professional excellence and ethical conduct; and advocates for the business value of public relations and greater diversity among public relations professionals. Based in New York, PRSA comprises 112 local Chapters; 14 Professional Interest Sections that focus on specific industries and practice areas; and the Public Relations Student Society of America (PRSSA), which is active at more than 320 colleges and universities. (Please note: While Tactics and Strategist Online may publish content from our print version, not every article will be made available here from each issue. PRSA members may find full versions of articles on the PRSA website.)
Updated: 1 hour 54 min ago

Google Exec Says New Technology Will Improve the World

May 5, 2016 - 1:00am
At the Milken Institute’s Global Conference in Los Angeles on Monday, Google’s Eric Schmidt spoke about new technologies that he said can improve society.
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Onward and Upward: 5 Proven Ways to Grow as a PR Leader

May 2, 2016 - 1:00am
If you’re like most young professionals, then chances are you want to prove your leadership potential — within your organization and also as part of the different communities to which you belong. That’s just how most PR practitioners are; we are driven to make a difference.
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PR Blotter: May 2016

May 2, 2016 - 1:00am
New accreditation standards are encouraging MBA programs to de-emphasize academic research and teaching, and instead work more closely with companies so that students can learn to solve real-world business problems.
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Research and Development: Hilary Fussell Sisco, Ph.D., APR, on PR Education Inside and Outside the Classroom

May 2, 2016 - 1:00am
“PR education is concentrating a lot on how organizations are shaped and the influence that public relations can have when professionals are able to serve in a management role,” says Hilary Fussell Sisco, Ph.D., APR, an associate professor of strategic communication at Quinnipiac University.
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What Skills Sets Will PR Pros Need in the Future?

May 2, 2016 - 1:00am
A report by the USC Annenberg Center for Public Relations provides an excellent snapshot of the profession’s future. While PR executives around the world are optimistic about the projected growth over the next five years, the survey, which USC released on April 14 in conjunction with PRSA and other groups, found that questions remain about PR’s ability to find the necessary staffing to capitalize on these opportunities.
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Developing New Skill Sets Is a Strategic Process

May 2, 2016 - 1:00am
One of the more common challenges independents face once they’ve established themselves and have been in operation for some time is how to develop and add new capabilities and offerings for clients.
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Put Your Story in a Nutshell

May 2, 2016 - 1:00am
No matter how dazzling your feature lead is, at some point, readers want to know where you’re going with the story. And that’s the job of the nut graph. The nut graph is where you reveal your destination and convince your readers to come along for the ride.
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Are Companies and Consumers Ready for Chatbots?

May 2, 2016 - 1:00am
Chatbots, software programs that simulate text conversations with humans, will change the way that businesses communicate with their customers, according to Facebook, as ComputerWorld reported on April 15.
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Government Service: Why You Should Consider a Career in Public Affairs

May 2, 2016 - 1:00am
National, state and local government impacts all of us in many ways. By pursuing and landing a job in the fast-paced government communications and advocacy world, you can help people and their respective organizations see the value in working with the government. Personally, you can develop lasting relationships with elected representatives and their staffs while also promoting causes for which you are passionate.
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A Thing or Two I’ve Learned About Leadership

May 2, 2016 - 1:00am
I’ve been interviewing PR leaders and writing about leadership for some time, in this column and for The Strategist.
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Are Your Career Goals Holding You Back?

May 2, 2016 - 1:00am
Where do you see yourself in 10 years?
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Success Strategy — Aim Small, Miss Small

May 2, 2016 - 1:00am
Too often at work, as in life, we bite off more than we can chew. We set grandiose goals for ourselves like the perennial New Year’s resolution of exercising regularly and quickly losing weight. I’m the first to admit my personal promise to lose 30 pounds in 30 days was a perfect example of failing fabulously. I could share a laundry list of reasons why it was unrealistic of me to achieve my goal, but my inability to hyper-focus my challenge to aim small was at the center.
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5 Simple Ways to Build Measurement and Analytics Competence

May 2, 2016 - 1:00am
Measurement and evaluation have become pressing issues for the PR profession. Whether this is due to an increasing demand from our clients or internal motivation to prove our worth in the mix, demonstrating tangible value of PR efforts has never been more important.
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A Hunger for Change: Adopt It Early and Often

May 2, 2016 - 1:00am
Change is something I have embraced since leaving home for college in the early 1990s.
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Managing to Win: What I’ve Learned About Successfully Building a Team

May 2, 2016 - 1:00am
Learning how to manage people is one of the most challenging parts of leading any kind of organization.
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Forging Your Career Path: 10 Tips for New Professionals

May 2, 2016 - 1:00am
You know it’s important to have a plan or road map for accomplishing your goals. You have a five- or 10-year plan. But do you realize the journey is as important as the destination? The people you meet and what you learn along the way will ultimately shape the professional you become.
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Forward Thinking: Leadership Lessons; Employee Reviews; CEOs and Social Media

April 26, 2016 - 1:00am
Leadership Lessons; Employee Reviews; CEOs and Social Media
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Forward Thinking: Spring 2016

April 26, 2016 - 1:00am
Is Making Work Enjoyable the Key to Retaining Employees?
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In Closing: The CCO of Today — and the Future

April 26, 2016 - 1:00am
"Communications is bigger than any one organization, and it’s the future of business,” said Jon Iwata, senior vice president of marketing and communications, IBM, on March 16 at the Arthur W. Page Society’s “The New CCO: Transforming Enterprises in a Changing World” report release at Edelman New York.
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Thoughts on Lifelong Learning and the New CCO

April 26, 2016 - 1:00am
During his distinguished career, Robert L. Dilenschneider has hired more than 3,000 successful professionals — and mentored and counseled many others.
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