The document discusses modern public relations trends that communicators should be aware of. It provides quotes from PR experts emphasizing that company actions are as important as words, PR requires an integrated approach using multiple channels like content marketing and social media, and PR professionals must show how their work drives real business outcomes like purchasing behavior, not just awareness metrics. Measurement of PR campaigns continues to evolve beyond just numbers to also consider less tangible impacts.

1. The Modern PR
Trends Every
Communicator
Should Know

2. “I think far too much attention today is being given
to communications, and not enough to company
behavior."
- Harold Burson,
founding chairman of
Burson-Marsteller

3. “The actions of the company are as important, if
Public
relations
not more, than the words.”
Social Marketing
media
- Ray Kotcher,
Chairman of
Ketchum PR

4. “Tech was the boom part of our universe, and we
wondered where tech was going to find itself in the
world of public relations. I’m looking forward to the
industry taking advantage of technology and
creating its own powerful platform.”
Public
relations
Social Marketing
media
- Brian Cohen,
Chairman of
NYC Angels
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5. “PR is no longer just picking up the phone and
talking about the brand you’re representing. It’s
really an integrated approach.”
Public
relations
- Marisa Carstens, VP of
Text100 Global
Communications
Social Marketing
media

6. “You can no longer rely on the benevolence of a
journalist to drive your communications campaign.
You need to build your digital foot print using other
ways – content marketing, bylines, hybrids and
Public
relations
earned media.”
- Peter Himler,CEO of
Social Marketing
media
Flatiron
Communications

7. “We’re beginning to see the great power of public
relations as a media producer and a media
Public
relations
- John Lee, SVP of
TallGrass Public
Social Marketing
media
Relations
publisher.”

8. “We will continue to see a lot of convergence from a
marketing perspective, especially with the use of
social media and how people consume and share
Public
relations Marketing
- Andy
Polansky, CEO
of Weber
Shandwick
information.”

9. “PR is so much more strategic than ever. You really
need to understand everything from a marketing
perspective ranging from measurement, target
audiences, objectives to being creative.”
Public
relations
- Stacey Cohen, CEO of
Co-Communications
Social Marketing
media

10. “Every industry and every client has different
types of measurement. Sometimes it’s a numbers
game but there are other things that you could
Public
relations
Social Marketing
media
- Trace Cohen,
President of
Launch.it
measure.”

11. “How do we show the power of earned media in
driving actual purchasing behavior? We must focus
on getting further into the buying cycle beyond just
awareness and influence metrics.”
Public
relations
- Ken Wincko, SVP
of Marketing, PR
Social Marketing
media
Newswire

12. “PR is now on equal footing with other marketing
disciplines during the integrated planning process,
and the skill set public relations brings to the table is
well-suited to the changing media landscape.”
Public
relations
- Jason Winocour,
Partner at Hunter
Public Relations
Social Marketing
media

13. Trace Cohen, President,
Launch.it
Marisa Carstens, VP,
Text100 Global
Comunications
Stacey Cohen, CEO, Co-
Communications
Brian Cohen, Chairman,
NYC Angels
Ray Kotcher, Chairman,
Ketchum PR
Andy Polanski, CEO,
Weber Shandwick
Ken Wincko, SVP
Marketing, PR Newswire
Peter Himler, CEO,
Flatiron
Communications
Jason Winocour, Partner,
Hunter Public Relations
John Lee, SVP, TallGrass
Public Relations
Contributors
Harold Burson, founding
chairmain, Burson-
Marstellar