PRSA National President Gary McCormick, APR, Shares Tips On How to Succeed in the Changing World of Public Relations

By Connie Crowther
PRSA Miami
The public relations profession faces complex challenges in today’s changing economy, yet the same forces are creating many opportunities and tools that will make public relations a growth industry in the future, Gary McCormick, the national president of the Public Relations Society of America, told South Florida PR professionals in Hollywood last week.

“Technical advancements, the changing role of the media, the 24/7 news cycle and the potential of going global immediately with your message” through the use of social media are creating a positive landscape for the public relations profession, he said. “Focus is on positive business outcomes and return on investment, and integrating these into our business model.”

Speaking to a group of about 50 public relations professionals and students at a breakfast meeting at Gulfstream Park, McCormick, APR, Fellow PRSA, director of partnership development for Scripps Networks’ HGTV, analyzed recent changes in communications and shared tips on how to succeed in the changing world of public relations.

He said, “Today we are looking at ways to communicate, not just market and sell. We have reversed the structure of integrated marketing communications, to integrated communication marketing; we’re looking at our tools first. PR is no longer about piles and piles of clippings. We are focused on business outcomes.” Read more...

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