PR experts must advance measurements and align PR goals with overall business goals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 21, 2020, 2:30 AM UTC

Formal training or mentors can add to a PR professionals’ skill set.

This article shares some tips on how PR professionals should prepare for “a year of change”. As per Communications Week’s and Kite Hill PR’s Tiffany Guarnaccia, in 2020, business heads will question the real value of PR.

She adds that the PR industry must advance measurements and align PR goals with business goals to avoid shrinking budgets. National Association of Insurance Commissioners’ Laura Kane notes that “content is still king” and is betting on AI to come up with interesting angles and proof points.

Johna Burke, global managing director at AMEC states that it’s time for PR professionals upskill. “Learning can be effective both through formal training or through mentors, but we should never stop learning”, says Burke.

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