ABSTRACT
When Brian Solis, principal analyst at the Altimeter Group, took the stage at the PRSA 2013 International Conference in Philadelphia, he challenged public relations professionals to re-focus PR on relationships and influence:
We go through this journey and that journey is a mess. Why? Because the people who own mobile don’t talk to people who own the website. The people who own the website don’t talk to the people who are running Facebook . . . It’s the same problem over and over again. So you see multiple brands, multiple voices instead of one company. That is PR’s opportunity-redefine the whole journey, the entire experience (PRSA, 2013, para. 10).
