Touting five-plus years of personal Facebook usage, new and prospective hires can often approach social media PR with the necessary tools and a sense of ease. However, to be successful in PR they must learn to use the tools strategically, demonstrate their ability to contribute to a broad PR program, and generate measurable results.
“[Young staffers] can be strategic, but it's a matter of having a foundation of understanding what strategy really is,” says Bonin Bough, global director of ...