Whether you are an in-house practitioner or part of an agency, the strategies of today’s PR professional look very different than they did even a year ago. There are tools promising ROI around every corner and new strategies peaking the interest of your clients. How do you break through the noise to know what is a good fit for your team, and what shiny new strategies will align with your client’s goals? Learn about the tools and strategies that will take our profession into the PR practice of tomorrow. Metrics that matter and why they matter will be discussed along with best practices for marketing and PR alignment, where and when to adopt technology, and how it all comes together to put forth a successful, cohesive strategy.