ABSTRACT
PR professionals seek to identify key performance indicators (KPIs) within earned media goals, strategies, and tactics. Celebrity social media influencers and micro-influencers help push messages across social media. Traditional media, brand influencers, and social curators compete with website searches for attention. Co-created and consumer-created content are increasingly important. PR tactics may be based upon methods of persuasion or manipulation. Trust and credibility remain central within organizational internal communication, as well as external PR focused on shared values and relationships. New technologies, such as blockchain, may help verify and validate communication, but these have been slow to be adopted. Corporate social responsibility (CSR) may promote sustainable societies or be reduced to PR messages that lack substantive policy changes. Corporations and non-profits rapidly adopted social media communication to promote positive sentiment and better media relations.
