With the plethora of tools available to press officers/public information officers for direct-to-audience communication, how much is the intermediary of the mainstream press required? What kinds of formats and players are taking the place of mainstream press? How are press officers/PIOs using these tools effectively to both communicate messages and engage in substantive dialog with their stakeholders and audiences? The session is intended to not only assess where we are now but to futurecast the direction of this kind of work
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