For celebrities and public figures, there’s only one thing worse than being talked about—and that is not being talked about. Similarly, most corporations have a need to both nurture and control publicity, and that means hiring a public relations firm. This program features two respected PR specialists who discuss what they do and how they do it. Outlining the differences between public relations and advertising, the video illustrates the PR specialist’s main objectives: influencing public behavior, improving an individual or corporate reputation, and shaping the opinions of a target audience through a series of planned communication strategies and activities. Viewers learn how technology, especially social media, has shaped today’s PR industry. Viewable/printable educational resources are available online. (20 minutes)