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Viewpoints

Many of the challenges facing today's communicators are the result of a vastly changed media landscape. Highly fragmented media have made attentive audiences more elusive while social media, specifically, have made critics and cynics louder. A critical voice can come just as easily from an activist from the other side of the world as from a disenchanted customer across town. And consumers look to one another to hear about products and services and the companies that provide them. Still, marketers need to disseminate their messages. How can PR help? Here, four PR practitioners answer these critical questions about how PR is addressing today's communications challenges:

1. What's the most efficient way to reach an audience with PR messages?
2. How can PR appropriately tap into online conversations?
3. How can multinational companies compare PR results across countries?
4. How can PR determine which bloggers to work with?

What's the most efficient way to reach an audience with PR messages?

By Nicholas Scibetta
Partner and Global Director, Global Media Network, Ketchum

How can PR appropriately tap into online conversations?

By Jon Bellinger
Vice President, Social Media Strategy, Ketchum

How can multinational companies compare PR results across countries?

By David Rockland, Ph.D.
Partner and Managing Director, Ketchum Global Research Network, and CEO, Ketchum Pleon Change

How can PR determine which bloggers to work with?

By Michael Young
Senior Vice President, Access Communications