Abstract
In a world of high tech and low touch, it is easy for public relations programs to stray from tried-and-true interpersonal strategies long associated with solid communication planning. New technologies allow communications professionals to quickly send e-mails and telephone calls to selected groups. Social media sites provide users immediate information, including video and photos from an endless variety of sources. The list of technology options grows and grows. However, even with so many technology tools available to communicators, formal plans must include strategies using important person-to-person research and targeted communications. For the Ritenour School District, such plans, incorporating high technologies and high touch, resulted in significant improvements.
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