How does “Pretty Friggin’ Awesome Community” grab you?
When we go to a doctor, we require two different things: First, we want someone skilled and knowledgeable who can diagnose us correctly. But we also want someone who can attend to our suffering, not just to our illness. We need someone to trust in moments of fear and vulnerability. We want more than answers; we want reassurance.
The definition of Public Relations, according to the PRSA website, is “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Letter for letter, that’s how we’d define proactive PX design.