I recently completed the PRII Certificate in PR Account Management in Cork.  It was directed by PRII and PRCA CEO, Dr Martina Byrne who is as down to earth as she is insightful.  The course assessment was based on a reflective journal and a 3,000 word communications campaign. On the first day, Dr Byrne spoke to us about the PR brand and its reputation as … Continue reading Media coverage no longer sole ROI of PR as impact on business objectives recognised