What is the most important way in which the PR firm of 2017 will be different than the PR firm of today?

The PR firm of the future will not be focused solely on earned/unpaid media. It will be a diversified firm that employs a variety of vehicles -- digital, mobile, virtual reality -- to deliver relevant content informed by predictive and behavioral data analytics to more precisely target customers, constituents and stakeholders and influence a desired action or decision.

It will deploy a strategic mix of paid, earned, shared and owned (PESO) media that can be monitored and measured directly in real time....

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