Social media
What's the best way to integrate social media into my PR program?
Don't treat traditional media and social media as different programs, says Albie Jarvis, SVP at Porter Novelli.
"In creating communications tactics, run all the content you develop - from news releases and case studies to thought leadership pieces and media pitches - through a filter to assess the best vehicles for influencing target stakeholders," he advises.
That filter includes print and online media, as well as ...