Going Beyond PR: To a Day When Any Communication Includes PR

The art of public relations is undergoing a seismic shift worldwide. Gone are the days when publicity was an equation based on how many impressions you got for a given piece of information. In today’s world, PR is starting to fill a much larger and entirely different role: using the power of groups or even society as a whole to modify consumer behavior. PR no longer lives within the limited confines of “communication.” It reaches further and plays a fundamental role in everything from content development to product planning. Everyday sees a new realm now using the tools and thinking first mastered by traditional PR. Conversely, the rather confined realm of what was considered traditional PR is finding new meaning and inspiration from the creative and editorial worlds.

PR has become a must-have component of any smart communications design.
This session will focus on the future of public relations, the fusion of creative into the tool kit of the PR professional, and include a discussion about what the future holds for us all…a future where we are all “Going Beyond PR.”