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PRSA Georgia Annual Conference 2014: The Future of PR Is Right Now

Keynote PRSA

From small businesses, agencies, and nonprofits to big corporations, a crowd of PR professionals gathered May 9 at the Georgia Tech Global Learning Center to talk public relations. The Georgia PRSA Annual Conference brought like-minded PR experts together to educate and share the latest tools, tips, tricks and insight into what PR is today.

Keynote speaker Mickey Nall @mickeynall of Ogilvy Public Relations started the conference off.

What Is the Future of PR?


Right Now.

The future of PR is right now. Mickey talked about history being only a matter of 3-5 years ago and the ever-changing industry is one that we need to own through content marketing. PR is more than it was a few years ago, a few days ago and a few hours ago. With the proliferation of social media, we now use that along with traditional news releases to tell our story.

How can you tell your story and what can you do with your website’s content?

Own the content and use it to the fullest value by repurposing it on social and updating the content regularly. Nall wisely said don’t just deliver news – deliver entertainment and make the trust fascinating;  that is the beauty of PR.


After a bold kickoff session, a media panel took place with The Atlanta Journal-Constitution’s Jamila Robinson @JamilaRobinson and Atlanta Business Chronicle’s Jacques Couret.

Content Strategy in a Digital Age

How do journalists stay ahead of the rapid digital era we are now in? The shift from print to digital has redefined how breaking news breaks. We now use the web as the main weapon.

A great story now is not just one that sits on the front of Sunday’s newspaper; a great story is one that hits every platform and every audience. This is the digital age at its finest.

Robinson and Couret provided their dos and don’ts on how to pitch the media. A room full of PRers listened to pitching advice such as:

  • Build relationships
  • Keep your subject line to the point
  • Provide a concise message
  • Do what you say you’re going to do
  • Include video, images, infographics, etc.


The next session was led by the chief creative director at 22Squared, John Stapleton @jstapleton. He illustrated how games like Monopoly and Guess provided us early lessons in life on teamwork and strategy that we now use every day.

From Board Games to Big Ideas: How the Games We Play Growing Up Can Help Us Build Better Teams and Develop Smarter Strategies


When we step into a meeting room to discuss a campaign, we initially think bringing all those involved in the project need be in that room. Stapleton kicked off his session by showing that more is not necessarily better. Similar to the game Twister, when you have too many people on the board it is less productive and the more difficult the “game” or campaign is.

What other elements we learned back in the day are applicable to the creative world we live in today?

  • Build relationships
  • Keep your subject line to the point
  • Provide a concise message
  • Do what you say you’re going to do
  • Include video, images, infographics, etc.

These are a few examples of how we can relate to the board games we played and use similar thought processes when working with clients and creative elements.

Stapleton ended his session well, stating, “Great ideas can come from anywhere. Creative isn’t just a department. Everybody is creative. You’re not born with a creative mind; you’re born with a curious mind.”