NEW YORK: The top issues facing PR professionals are the ability to offer strategic counsel, demonstrate ROI, and master social media in order to help clients and advance the PR profession, according to a survey of its members by the PRSA's Counselor Academy. The group ranked these issues as the most important ones during an online survey conducted in April and May in which 20% of the membership participated - 89 in total.

Providing strategic counsel was the top issue for PR ...