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.