In the last decade or so, the business world has been upended with the introduction of social media, all things digital, and better access to data. This is good. No. Great! But it also means change. And change can be scary.

It means communicators can no longer rely on brand awareness to prove value to stakeholders. We now have to be able to tie efforts back to business objectives, prove we are investment versus an expense, and show how the work we do can result in cold, hard cash.

It means the PR industry is at a major crossroads and can no longer remain stagnant if we want to save and protect our roles as the storytellers of our organizations.

Gini Dietrich, founder and CEO of Spin Sucks and industry-renowned podcaster, blogger, and author, dives into the “convergence concept” and why communicators need to be more aware of how marketing could very well absorb PR in the next five years—and what we need to do to keep the dedicated practice of PR alive and thriving.

In this practical and engaging webinar, Gini will share:

• What the convergence of PR and marketing means for our job security
• How communicators can leverage the PESO model to increase their influence and authority
• Why understanding the Convergence Concept is vital to maintaining commitment to the PR industry and doing the best possible work for our clients