Your Public Relations and Communications Community

Never Stop Learning

October 31, 2013

We’re all under pressure to perform for clients and to bill hours — and we’re definitely not doing that when we’re in training.
But think about it like this: Would printing 40 copies of a press release, folding them and placing them in envelopes to go out through the mail be a good use of your clients’ billable hours? Absolutely not? I agree — today, that is. But 20 years ago, it would have made perfect sense.

The point is that our profession does change, and not only the technology. Techniques change too. The traditional media outlets don’t work the way they did 20 years ago, and some of the most powerful ones didn’t even exist back then.

So while you might know how to tweet, do you know how to use Twitter strategically to benefit your client? There is someone who has found that formula and is willing to teach it to you. Why wouldn’t you want to learn it?

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Ann Willets Ann Willets is president and CEO of Utopia Communications, Inc., an ethically focused PR agency. She was the 2010 chair of the Counselors Academy.
Email: askthepro at

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