The role of the PR professional is changing fast. No longer limited to media relations or crisis management, these days PR people have evolved into larger and more strategic roles as “communicators,” who handle multi-channel messaging to a variety of important audiences, or “publics.” Our guest, Bonnie Harris, explains what’s driving this change, and where it’s likely to go next.
Key Takeaways
- There is what we call the opti-channel concept, which is that key messages need to be optimized for each channel. Customers are going to behave not based on frequency of messaging, but how many channels through which they're receiving our messages.
- AI and analytics are enabling us, through real-time sentiment tracking and other technology tools, to be better at natural storytelling.
- We need to think about the PR function more broadly. It’s not just media relations or crisis communications, which is sort of where our minds typically turn to, it's really bigger and more impactful.
About our Guest
Bonnie Harris is the founder of Wax Marketing, Inc. an integrated marketing agency based in St. Paul, Minnesota. Harris and her team designed and implemented IMC strategies for clients across the United States, focused primarily on midsized companies in the healthcare, technology and manufacturing industries.
Prior to founding her IMC practice, Harris worked in the technology industry for 16 years, eventually rising to the role of vice president, where she oversaw sales, marketing and operations for nine profit centers in eight states. She received her master’s degree from the West Virginia University IMC program in December of 2007 and completed her Bachelor of Science degree at the University of Minnesota in 2001.
Meet the Hosts
Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.
Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.
Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.
Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.
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