When I began the journey towards Accreditation in Public Relations — although I’d done some preliminary research regarding the dedication of time needed to study, reviewed some of the materials on the bookshelves and even took a stab at the APR Online Examination Demonstration — I had no idea of the ride I was about to take. Thank goodness for the support of my local Chapter’s APR committee, as well as a study group we arranged soon after applying to be APR candidates.

A colleague recently said to me that the print media industry is in the midst of a revolution as reporters and editors take sides: hardcopy v. online. This maelstrom reached great heights in 2009 and, as the Vocus State of the Media Report predicted, promises to ensue into 2010 as debates over paywalls, e-readers and other digital applications try to replace revenue that the traditional business model is no longer earning.

Develop a business case for reining in approvals.

First there was “DBT,” or “Death by Tweakage”: When a brochure or newsletter “fails due to unnecessary tinkering or too many last-minute revisions.” (BuzzWhack.com)

Then came “nanomanagers”:  “Bosses who have taken micromanaging to a whole new level of  nitpicking.” (BuzzWhack.com)

Then it was “death by redlining”: “Redlined documents [are] like a theatre director giving line readings to actor[s] rather than helping them explore the character and give a stronger performance …‘when you say this line, raise your right eyebrow.’” (Matthew Stibbe, writer-in-chief for Articulate Marketing)

Every quarter, I conduct a two-day strategic immersion program for senior public relations practitioners, Advanced Crisis Communication Strategy: How to Think and Advise Management Strategically During Tough Situations and Crises. We deal with some of the most nagging personal and professional issues during these two consecutive days where the discussions, issues and questions are at the highest level possible. This program begins by answering the six most commonly asked questions of personal and professional curiosity and challenge:

1. What does it truly mean to be strategic? What do I have to know, learn, change or be more aware of to be listened to, called earlier and have real impact?

Wondering how you can whip up successful releases and get more coverage?

A recent study by Pew Research Center’s Project for Excellence in Journalism found that “official press releases often appear word for word in first accounts of events.” Indeed, as news creation and consumption has moved to the Web, main-stream media outlets have migrated online and downsized, becoming more reliant on releases. Journalists and bloggers have less time and support but still have very aggressive publication demands — particularly the demand to create online content. There are now millions of new voices as the blogosphere expands and social platforms enable new means of communicating. Now, even consumers encounter your public relations efforts online.