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Confession time: It was all once based on the hope theory, this art of public relations. Public relations pros would craft a message we hoped would resonate with influencers -- such as media. We then hoped they would find value in the message and distribute it to their audiences. Once out there, we hoped the intended audience would appreciate it, and shape behavior, opinion, or demand accordingly. And all this was done with the hope that some open-ended retainer would finance the entire public relations strategy.
But today, hope is for dopes. That's because accountability is the calling card today in developing contemporary, scientific public relations strategies that impact real business objectives for clients. It's been a sea change, and a welcomed one, considering how far our industry has come and the tools now available in transforming public relations into a legitimate means of building real bottom line value....
Accountability is greatest change in public relations strategies...