Why PR Pros Need to Keep Learning and How to Do So

[Editor’s Note: This weekly feature asks communicators to spot trends and discuss their reactions to them. In this edition we hear from Stephen Payne, VP, corporate communications, Feld Entertainment.]

The diversity of knowledge needed in our profession continues to expand. We’re strategic advisors as well as communicators. As such, I’m seeing a greater need for continued learning.

When I was in journalism school, I was required to take one marketing class. That’s right, one. Not that regression analysis is part of my day-to-day, but that class gives me more insight now than it did then. Communications is a business. A strong business education is critical to success. I’ll admit, as a young M.S.