PRSA Strategies & Tactics

Strategies & Tactics is an exciting new monthly publication from PRSA, designed with a contemporary look that features larger, striking images and a sturdy, premium paper quality. This newspaper focuses on both the strategic and practical sides of the public relations field, offering hands-on, instructional articles alongside magazine-style content in a visually engaging format. With Strategies & Tactics, you can keep yourself informed on the latest developments, best practices, and insights covering areas like crisis communications, social media, and reputation management. Each issue includes in-depth commentary on the strategic value of public relations, as well as case studies and perspectives on evolving communication trends. Our mission is to support continuous learning to enhance your skills, keep you competitive, and help you progress in your career.

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Articles

Crisis of Well-Being: Why PR Pros Need Support Now

3 weeks ago | prsa.org | Katie Neal

One of my clients, a senior executive at a global PR agency, recently told me she had become ill — and admitted that, in a way, it was nice. It forced her to take a break. But not really. She was still working on a new business pitch, pushing through with a fever and a laundry list of symptoms. She appeared resigned to the situation, and I listened with empathy. After all, I’d been in similar shoes before — actually, an orthopedic boot.
The Power of Communication in Uncertain Times

1 month ago | prsa.org | Katie Neal

Think about the best leader you’ve ever had the pleasure of working with. What specific qualities did they have? What was it about their leadership that made it so great? How did their words or actions inspire you? What lessons can be learned? Did you learn from them? Chances are, the person you’re thinking of likely embodied some combination of the four qualities Gallup research found that people worldwide want most from their leaders — hope, trust, compassion and stability.
How to Empower Internal Influencers

Mar 4, 2025 | prsa.org | John Elsasser

Strategies & Tactics spoke with three executive committee members of PRSA’s Employee Communications Section to learn about the latest developments in this sector. Brad Belote, APRSenior Manager, Internal CommunicationsPlanet Fitness Karli R.
Make AI Your Writing Ally Without Losing Your Human Touch

Feb 8, 2025 | prsa.org | Katie Neal

My grandmother used to bake yeast rolls from scratch. Though they always tasted delicious, their consistency varied, and they took her forever to prepare. She decided to experiment one Christmas, secretly substituting her yeast rolls for Sister Schubert rolls. No one noticed — until she told us all after dinner. After that, she never made yeast rolls again.
How Family Stories Inspire Lori Croy, APR

Feb 6, 2025 | prsa.org | John Elsasser

Lori Croy, APR, is leading PRSA's latest Certificate Program — Public Affairs: Practical Skills for Communicators. Saver-rate registrations ends Feb. 12. Details here. For Lori Croy, APR, her family has provided the communicator with a limitless supply of stories. With six children and 13 grandchildren, Croy has a lot to work with. She has written two books for kids, “The Hole Story” and its sequel, “The Whole Dollar.” Croy has more books on the way.
Make This the Year You Unstick Your Career

Jan 3, 2025 | prsa.org | Katie Neal

Feeling stuck in your career? Join Katie Neal, CEO of Katie Neal Coaching, on the next Strategies & Tactics Live for actionable tips to move forward in 2025. Watch live on LinkedIn — Jan. 23, 1 p.m. ET. Sign up here. Nearly half of all communications professionals feel “used up” by the end of each day, according to a survey The Plank Center for Leadership in Public Relations released last year.
Melissa Etheridge on Authenticity, Resilience

Nov 21, 2024 | prsa.org | Amy Jacques

“All we are is our stories,” Melissa Etheridge told crisis-communication strategist Molly McPherson, APR, during an Oct. 16 General Session at PRSA's ICON 2024 in Anaheim, Calif. “Make sure it’s something you want to live with for the rest of your life.”Etheridge, a Grammy Award-winning recording artist, urged the audience to be honest and authentic as she referenced passages from her 2023 memoir, “Talking to My Angels.”She grew up in Leavenworth, Kan., where she dreamed of becoming a rock star.
Looking Ahead: 4 PR Challenges to Tackle in 2025 — and How to Prepare Now | PRSA

Nov 17, 2024 | prsa.org

As a PR professional, here are four key challenges you are likely to encounter in 2025 — and some steps you can take now to ensure that your team and your organization are ready.
PRSA Announced as Finalist for Global Alliance World Public Relations & Communication Award for Global Public Relations Association of the Year | PRSA

Oct 22, 2024 | prsa.org
Navigating DEI in a Divided Climate

Oct 1, 2024 | prsa.org | John Elsasser

In recent months, many companies have scaled back their diversity, equity, and inclusion (DEI) initiatives to avoid association with polarizing topics and the risk of backlash from conservative groups. From withdrawing from LGBTQ+ workplace rankings to unlinking executive pay from representation goals, organizations are shifting focus to career development and skills, distancing themselves from DEI advocacy.