April Monthly Reading Round-Up — Crisis Communications, Creative Thinking, Al Golin, Spring 2017 Issue of FORUM

As we approach the end of the semester, it can be difficult to keep up with the latest news and trends. Luckily, the Progressions Monthly Reading Round-Up has you covered. Below are eight interesting articles you may have missed this month.

Is Reactive the New Proactive?

Author: Mike Popowski

Publication: Ad Age

Traditionally, an advertising budget is spent for an entire year by the end of the summer. However, traditional planning cycles don’t allow advertisers to capitalize on current events or shifts in culture. Becoming reactive instead of proactive will allow brands to increase exposure by taking advantage of these shifts.

Pepsi_logo_2014.svgPepsi, United, and the Speed of Corporate Shame

Author: Andrew Winston

Publication: Harvard Business Review

In a time with social media and easy sharing, brands need to be more careful and aware of the consequences of certain actions. This is article highlights three realities all businesses need to face: Everyone has a cell phone and access to social media, people expect apologies when things go wrong and employees want to feel like they can speak up when something goes wrong.

Creativity Will Be the Source of Our Next Industrial Revolution, Not Machines

Author: Itai Palti

Publication: Quartz

The work-life balance is a struggle to manage, and this trend seems to be especially true for communications professionals. However, studies have recently found that fostering creativity and managing a better work-life balance will be key to improved productivity.

Inspire-Change-CONTENT-2017-840x460Y&R Launches a New Social Impact Division and Encourages More Millennials to Give Back

Author: Katie Richards

Publication: AdWeek

What companies do to give back and support social causes is becoming more and more important to consumers, especially millennials. Y&R addressing these concerns with the launch of Y&R Inspire Change, a new division of the company that will focus on clients and causes that make the world a better place.

Eight Secrets to Effective Communication

Author: Michelle M. Smith

Publication: PR Daily

Understanding audiences is a critical role for public relations practitioners, and many audiences tend to have diverse perspectives. This article outlines eight ways to effectively communicate messages to all audiences.

Industry Luminaries Pay Tribute to Al Golin

Author: Alison Kranski

Publication: PRWeek

The public relations industry recently lost a legend. See how other industry legends, including Harold Burson and Richard Edelman, are paying tribute to Al Golin’s contributions and dedication to public relations.

Screen Shot 2017-04-20 at 7.33.08 PMSpring 2017 Issue of FORUM

Author: PRSSA Publications Team at Loyola University Chicago

Publication: FORUM

The third issue of PRSSA’s tri-annual newspaper is now available and full of articles covering interesting and relevant topics. These topics include the transitioning from student to full-time employee, tips on building the PRSA/PRSSA relationships, nostalgia tactics, fake news, diversity and more.

A BluePRint for Planning the Perfect Event

Author: Emily Langford and Rebecca Potzner

Publication: Progressions

This article offers tips about how to plan the perfect event.

These articles are gathered and submitted by the PRSSA National Committee, the Industry News Subcommittee and the PRSSA publications team as well as occasional contributions from members, so feel free to pass along interesting articles to the Publications Editor in Chief Krista Watson by email at kristarwatson@gmail.com.

Krista Watson is a junior at Loyola University Chicago and the PRSSA 2016–2017 Publications Editor in Chief. Follow her on Twitter @watson_krista or connect on LinkedIn.

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