The fluidity of public relations

By: Natalie Burns

Being a member of PRSSA has had numerous benefits and positive rewards. Recently, the group went on an agency tour to SS Digital Media located in Troy. We had the advantage as students and observers as we were able to listen in on advice and tips on the fluidity of public relations.

“PR is so fluid, you have to remember to always keep your options open,” said Michael Taylor II, branding and creative manager. “It’s all about the two-way communication.”

SS Digital is known for its specialty in marketing, advertising, and web design. According to its website, its search and marketing strategy combines research and consumer insight to create useful content (source).

Each employee of SS Digital gave a background in what they do, as well as giving direction in how to be unique, be creative and incorporate digital, analytics, and coding into our career paths. They discussed how understanding what’s actually working on a website, and how to get results from social media platforms, will make you stand out from any other competitor.

According to Search Business Analytics, “Social media analytics is the practice of gathering data from blogs and social media websites and analyzing that data to make business decisions. The most common use of social media analytics is to mine customer sentiment in order to support marketing and customer service activities” (source).

“By understanding the value of the website or social media platform,” Taylor II explained, “you will be able to find that balance between being creative and analytical. Having both is a plus.”

“Define the strategy, and define the objectives. It is also important to create a feasible timeline,” said Taylor II. “If you are one step ahead, you will have the advantage.”

The employees also talked about “proactive” communication and how important it is to be transparent.

“Managing client expectations can be challenging,” said Jenni Placinta, social influence associate. “However, if you know your client’s goal, you are collaborative, and have open communication, it will take you much farther and will be much easier.”

The founder of SS Digital, Nick Skislak, also chatted about new relationships with clients and identifying their points of interest. Skislak seemed content and energetic about his company and enthusiastic team.

The members of PRSSA thank SS Digital Media for teaching us about the fluidity of PR and how we can create our own title and career path.

Natalie Burns is a public relations major and marketing minor. Her writing, communication, and multitasking skills have allowed her to do especially well in her field. She has an outgoing, bubbly personality. Natalie is currently a public relations intern at SOS Community Services in downtown Ypsilanti. She is also Chief Financial Officer of PRSSA. Connect with her via Twitter @burns_natalie and Instagram @natattack03. Follow her blog at


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