Tools of the trade: 'credibility, trust and authority'

"In PR, the primary goal has always been to tell a story using influential channels so that ideas, products and services are brought to light in a way that moves the needle for those involved," said Hugh Burnham of Gutenberg Communications in a recent post for the PRSA blog ComPRehension. "This means engaging with influencers and becoming part of the conversation in a meaningful way," he said.

Today, social media is an important part of public relations. Burnham points out that, while social media has changed the game in some respects, in other respects, the game is still the same. He explains: "the way that PR professionals can create influence in the social media sphere is the same as it has always been for years in traditional media — by establishing credibility, trust and authority."

This is an important reminder for both young and seasoned PR practitioners. No matter your communication channel, make sure conversations are two-sided and strive to provide content that will interest and engage your audience. Only by actively engaging your audience and members of the media are you going to establish the credibility and trust it takes to get your message heard.