Hello! Joy Scott here, writing this note from the PRSA (Public Relations Society of
America) Counselors’ Academy, an annual meeting where the most experienced
PR professionals from around the U.S. gather to share best practices, identify
trends, and stay a step ahead in our field.
In my experience, this gathering provides more “brain food” than all other
communications conferences combined.

Here are some highlights:
“Media agnostic” is not about religion; it’s a sound bite description of the
proliferation and integration of media, with online the clear leader in the
race to win eyeballs. Many of you have heard me talk about the importance
of creating your own content for releases and postings on the Internet; this
is but one of the major changes that we’re seeing in communication.

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