With the PR industry awash in digital-mania, William Murray, president and COO of the Public Relations Society of America (PRSA), wants everyone to take a step back and assess which tech tools will actually help clients.
"Sometimes people get infatuated with technology for the sake of technology," he says. "Just blogging for the sake of blogging isn't the best way to advance your overall objectives. [You must ask if it] can be used to engage your customers?"
Murray believes, however, that the PR ...