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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 17 min ago

Why Are Some Brands Resurrecting Old Mascots and Faces?

May 21, 2015 - 1:00am
But in an era that values branding innovation, why revive a dated mascot?

Would Better Storytelling Improve Drug Makers’ Reputations?

May 14, 2015 - 1:00am
Drug makers have failed to improve their reputations in recent years, a new survey says.

Editor's Column: Public Relations Journal — Vol. 9, No. 1 [Ethical Stakeholder Engagement]

May 12, 2015 - 1:00am
This is the introduction article for the Public Relations Journal special issue on ethical stakeholder engagement. An overview of stakeholder engagement is provided along with a summary of the articles, five lessons learned from the research, future research suggestions, and a list of topic related references.

Are PR Leaders Fooling Themselves?

May 8, 2015 - 1:00am
PR leaders may not be doing as great a job as they think.

Will Snapchat’s Vanishing Content Be the Next Step in Election Coverage?

May 5, 2015 - 1:00am
Will 2016 be Snapchat’s turn?

The Future of Our Profession: Developing the Next Generation of Leaders

May 1, 2015 - 1:00am
According to Deloitte’s 2014 Global Human Capital Trends report, about two-thirds of companies worldwide report a deficiency in leadership development among their millennial employees. The PR profession is not immune to this concern.

Business Weak: 5 Ways to Build Greater Business Acumen

May 1, 2015 - 1:00am
As PR professionals strive to become more trusted business advisers to the C-Suite, business acumen has become a critical competency for all levels of the profession.

PR Blotter: May 2015

May 1, 2015 - 1:00am
PR Blotter: May 2015

Finding the Sweet Spot: How a ‘Digital Disruptor’ Earns Consumers’ Trust at Coca-Cola Freestyle

May 1, 2015 - 1:00am
“A digital disruptor is at the intersection of brand marketing, tech innovation and connections planning,” says Scott Cuppari, global marketing director for Coca-Cola Freestyle.

Taking Risks: Stephen Loudermilk of LexisNexis on Tech and Communications

May 1, 2015 - 1:00am
Stephen Loudermilk is the global director of media and analyst relations at LexisNexis Risk Solutions, but still finds time to play soccer, take photographs and watch his kids play sports in his downtime.

Social Media Week New York 2015 Recap: Reimagining Human Connectivity

May 1, 2015 - 1:00am
Social Media Week New York took place on Feb. 23–27 at Manhattan’s Highline Stages. This year’s conference focused on reimagining human connectivity, creating organic content and presenting your best self online. Here are some highlights from this year’s event:

Momentary Messaging: How to Maximize Snapchat for Storytelling

May 1, 2015 - 1:00am
“Snapchat is the most personal and direct form of communication so it’s especially powerful,” says Gregory Littley, a lifecaster and creative strategy lead for Iced Media. “You must bring a unique storytelling aspect to Snapchat — think about if there’s a secondary story or something unique that a brand hasn’t been able to communicate elsewhere.”

‘Smells Like Teen Spirit’

May 1, 2015 - 1:00am
So now that marketers, communicators and others have been fretting about understanding millennials these past few years, along comes Gen Z.

A Collaborative Transition: Q-and-A With PRSA CEO Joseph P. Truncale, Ph.D, CAE

May 1, 2015 - 1:00am
Joseph P. Truncale, Ph.D., CAE, became PRSA’s CEO this past January, after 30-plus years with the National Association for Printing Leadership (NAPL). He sat down with Tactics to chat about the similarities between the printing and PR professions, what he’s learned about leadership and what he’s looking forward to most in his new role at PRSA.

Hire a Mentor: Maximizing Your PR Relationships

May 1, 2015 - 1:00am
When clients hire independents, they will have some immediate needs to address. But one sometimes-overlooked benefit is that independents can offer additional value as mentors.

Inside Story: How to Research for Narratives and Anecdotes

May 1, 2015 - 1:00am
“Who?” “What?” “When?” “Where?” “Why?” Those questions are journalistic tools that can help us find stories — or condemn us to a lifetime of cranking out “just-the-facts-ma’am” pieces.

Will Google Deem Your Company Website Smartphone-Friendly?

May 1, 2015 - 1:00am
In a development that some are calling “Mobilegeddon,” Google’s latest tweak to its search algorithm could significantly affect how company websites are ranked, with those that meet Google’s mobile standards appearing higher in smartphone search results.

Study: With Smartphones, Some Teens Are Online ‘Almost Constantly’

May 1, 2015 - 1:00am
With easy access to the Internet via widely available smartphones, 92 percent of teens report going online daily, including 24 percent who are connected “almost constantly,” a new study from the Pew Research Center finds.

The Measurement Rules of Attraction

May 1, 2015 - 1:00am
After more than 40 monthly columns, how much can you write about measurement? So when Ann from Yale University wrote in, I thought I had found the change I was looking for:

Move Over Millennials, Here Comes Generation Z: Understanding the ‘New Realists’ Who Are Building the Future

May 1, 2015 - 1:00am
As marketers try to comprehend millennials (Generation Y), while also keeping tabs on Generation X and the baby boomers, a new cohort of consumers is rapidly emerging: Generation Z.