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Three Forces Changing the Face of PR in 2007

The practice of public relations is changing more rapidly now than it has in the last several decades as three major changes simultaneously reshape traditional approaches, outlets, and boundaries. The three forces changing the practice of public relations have been gathering momentum for the past several years: overlap with marketing, pressure to quantify results, and a new influence dynamic brought about by the growth of blogs and social media. This white paper summarizes the status of these trends and provides PR professionals with recommendations for actions to take in 2007 to begin to evolve their communications strategies and tactics.

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