It's written by Stephen Waddington, a Chartered PR Practitioner himself with a London-based PR firm.

He proposes four key business principles for a PR operation fit for the 21st Century. These centre around the spheres of:

• Media Relations
• Influencer Relations
• Community and Social Business

It's a great health check for anyone managing or implementing activities in each of these areas in order to progress brand or corporate/organisational goals.

There are some easy, straightforward tips on how to match internal skills and expertise to the changing external communications landscape.

Contact me if you would like to discuss a strategic review of your existing PR resource.