PRSA CEO: “Now Is Not the Time to Hibernate. To Be Understood, You Have To Understand”


Speaking at a PRSA conference in Florida, PRSA chair and CEO Michael Cherenson stressed to attendees that now is not the time to “hibernate” when it comes to the new media landscape.

“There’s no doubt media has changed,” he said. “It’s gone from a passive form of news to active, but I don’t think traditional media is gone. This is just another tool.” Regarding social media, Cherenson said, “People are embracing this stuff because it’s cool…But they need to be doing it for strategic reasons.”

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