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Public relations is more important, more valued and more integral to an institution’s success than ever before – from information to strategy, from press releases to reputation building and brand positioning. Public relations is more involved in brand building – in helping companies actually build their products and their brands.

Any kind of marketing or communication that is going to be effective on the outside needs to start on the inside. It needs to start with fundamental actions and behaviors inside the company. And that’s where public relations is important.

Today people need to understand how businesses work. You’ve got to be able to take that creative energy and the creative thinking that is so important to any communications effort and develop an understanding of how it can drive business.

It will always be about content creation in the public relations business. Going forward, from a communications perspective, the more talented you are in creating compelling content across the spectrum of communications modes, the more effective you’re going to be, and the more opportunity you’ll have.

Ray Kotcher

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