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Strategies & Tactics

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Strategies & Tactics is PRSA’s all-new monthly, a fresh-looking, modern newspaper with bigger, bolder images along with a high-quality, heavier paper stock. The publication — highlighting the strategic and the tactical aspects of the profession — features hands-on, how-to articles and magazine-style pieces in a more multifaceted visual package. Strategies & Tactics will help you stay up-to-date with the latest news, best practices and information about everything from crisis communications to social media to reputation management. The monthly newspaper also provides feature-length commentary on the strategic importance of public relations as well as case studies and views on changing concepts in communications. Our goal is to provide lifelong learning to help you improve your job skills, stay competitive and advance your career.
Updated: 4 min 46 sec ago

Digital Impact Recap: Dell on socializing the organization

April 4, 2012 - 1:00am
Digital Impact Recap: Dell on socializing the organization

Public relations in Russia: Keeping open a once closed society

April 4, 2012 - 1:00am
Two decades ago, when I was serving as president of PRSA, Russia was emerging from an entrenched culture that did not tolerate open, two-way communication. But as the communist era ended, Alexander Borisov, a forward-thinking professor from Moscow, approached PRSA for help in launching the PR profession in the Soviet Union.

Digital Impact Recap: Dell on socializing the organization

April 4, 2012 - 1:00am
Digital Impact Recap: Dell on socializing the organization

Digital Impact Recap: From community to kinship with Microsoft

April 3, 2012 - 1:00am
“More than 80 percent of Americans watch TV with a mobile device in their hand,” said Katrina Klier, senior director of digital marketing for Microsoft (@katrinaklier). “Half of people engage brands actively online. Users accessing the Internet via mobile devices is projected to pass those who use desktops by 2014.”

Digital Impact Recap: From community to kinship with Microsoft

April 3, 2012 - 1:00am
“More than 80 percent of Americans watch TV with a mobile device in their hand,” said Katrina Klier, senior director of digital marketing for Microsoft (@katrinaklier). “Half of people engage brands actively online. Users accessing the Internet via mobile devices is projected to pass those who use desktops by 2014.”

Digital Impact Recap: Tapping the wisdom of friends through Facebook

April 2, 2012 - 1:00am
Digital Impact Recap: Tapping the wisdom of friends through Facebook

At your community service: 5 companies with strong CSR initiatives

April 2, 2012 - 1:00am
Experts from five top-ranking CSR companies explain why it’s important to have a socially conscious mindset. Here’s what representatives from Texas Instruments, The Coca-Cola Company, UPS, Volkswagen Group of America, Inc., and Marriott Hotels are saying about what it means to be sustainable, why it’s important to give back to the community, how to display your environmentally friendly values to consumers and how social media is playing a role in CSR best practices.

Start at the top: Help shape PRSA’s vision

April 2, 2012 - 1:00am
Start at the top: Help shape PRSA’s vision

From PR pro to Fortune 1000 CEO: Steve Lesnik, APR, on leadership and communications

April 2, 2012 - 1:00am
Steve Lesnik, APR, joined PRSA in July 1967 and obtained his APR certification in 1973. Lesnik’s now CEO of Career Education Corporation, a Fortune 1000 post-secondary education company as well as founder and chairman of KemperLesnik and KemperSports in Chicago. He attributes his successes to education, work experience, PRSA membership and the Accreditation process. “I have as deep an interest and belief in education as in communications,” Lesnik says in this month’s member profile.

Empowering your stakeholders to take action

April 2, 2012 - 1:00am
Social media has revolutionized the way that average citizens express their approval and disapproval of how corporations, politicians and government treat them and respond to their needs. For April’s Diversity Dimensions column, Dionne C. Clemons, Ph.D., discusses how stakeholders are becoming more empowered to act on issues that matter. Being strategic includes engaging those audiences that are diverse in their skin color, backgrounds, interests, and their desire to be seen, heard and understood, she says.

From Barcelona to Hong Kong: Moving toward measurement standards

April 2, 2012 - 1:00am
In this month’s Ask Doc Rock column, David B. Rockland, Ph.D., talks about his trip to Hong Kong to attend the Asia-Pacific Summit on PR Measurement. The meeting spelled out initial measurement standards that stress the importance of adhering to the Barcelona Principles. It also outlined four key metrics to determine if social media initiatives are working and 12 skills qualifying a PR measurement professional. He also explains best practices for tracking next steps.

Digital Impact Recap: Tapping the wisdom of friends through Facebook

April 2, 2012 - 1:00am
Digital Impact Recap: Tapping the wisdom of friends through Facebook

Start at the top: Help shape PRSA’s vision

April 2, 2012 - 1:00am
Start at the top: Help shape PRSA’s vision

At your community service: 5 companies with strong CSR initiatives

April 2, 2012 - 1:00am
Experts from five top-ranking CSR companies explain why it’s important to have a socially conscious mindset. Here’s what representatives from Texas Instruments, The Coca-Cola Company, UPS, Volkswagen Group of America, Inc., and Marriott Hotels are saying about what it means to be sustainable, why it’s important to give back to the community, how to display your environmentally friendly values to consumers and how social media is playing a role in CSR best practices.

From PR pro to Fortune 1000 CEO: Steve Lesnik, APR, on leadership and communications

April 2, 2012 - 1:00am
Steve Lesnik, APR, joined PRSA in July 1967 and obtained his APR certification in 1973. Lesnik’s now CEO of Career Education Corporation, a Fortune 1000 post-secondary education company as well as founder and chairman of KemperLesnik and KemperSports in Chicago. He attributes his successes to education, work experience, PRSA membership and the Accreditation process. “I have as deep an interest and belief in education as in communications,” Lesnik says in this month’s member profile.

From Barcelona to Hong Kong: Moving toward measurement standards

April 2, 2012 - 1:00am
In this month’s Ask Doc Rock column, David B. Rockland, Ph.D., talks about his trip to Hong Kong to attend the Asia-Pacific Summit on PR Measurement. The meeting spelled out initial measurement standards that stress the importance of adhering to the Barcelona Principles. It also outlined four key metrics to determine if social media initiatives are working and 12 skills qualifying a PR measurement professional. He also explains best practices for tracking next steps.

Empowering your stakeholders to take action

April 2, 2012 - 1:00am
Social media has revolutionized the way that average citizens express their approval and disapproval of how corporations, politicians and government treat them and respond to their needs. For April’s Diversity Dimensions column, Dionne C. Clemons, Ph.D., discusses how stakeholders are becoming more empowered to act on issues that matter. Being strategic includes engaging those audiences that are diverse in their skin color, backgrounds, interests, and their desire to be seen, heard and understood, she says.

For Skittles, becoming an accidental symbol of injustice raises sales — and risks

March 30, 2012 - 1:00am
The New York Times reports that Skittles' connection to the tradgety of Trayvon Martin's death has become a marketing crisis even as it increases sales.

For Skittles, becoming an accidental symbol of injustice raises sales — and risks

March 30, 2012 - 1:00am
The New York Times reports that Skittles' connection to the tradgety of Trayvon Martin's death has become a marketing crisis even as it increases sales.

U.S.D.A., five governors rebut media-fueled attack on beef filler

March 29, 2012 - 1:00am
After being slammed in the media for weeks, the beef additive made from leftover trimmings and sometimes derisively called “pink slime” is getting support from the U.S. Department of Agriculture and the governors of five states. As The Wall Street Journal reports, these defenders of the filler say it has been unfairly labeled and is in fact a safe, low-cost way to make ground beef leaner. Removing the additive would lead to fattier, more expensive beef, they argue.

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