Communicating With, Not To

PR today encourages collaborative communication, enabling people to find, enjoy, and share useful information. No pitching or blasting news releases. It’s the art and science of marketing without marketing. The emergence and proliferation of a socially powered Web created a conversation ecosystem, and we’re now responsible for learning more about what we represent and how it’s important to those with whom we want to connect.

It’s no secret that the PR industry has inadvertently positioned itself as a necessary evil or the “stepchild” of marketing communications.