shutterstock_135797666In the age of the smartphone, using traditional email press releases to reach your target audience can feel a bit like performing brain surgery with a pair of scissors. So how can PR make sure the right message hits the right people at the right time—content and all?

Earlier this year we interviewed PR veteran Jeff Corbin on theIRapp, an application that helps those in charge of investor relations stay in touch with the people who matter most. At this week’s PRSA International Conference in Philadelphia, Corbin unveiled a new version of his product called theCOMMSapp, which he designed to serve the needs of a wider swath of the PR/corporate communications discipline.

Before the event, we had a chance to talk to him about the new product and about the PR industry’s need to go mobile ASAP. In the simplest terms, Corbin says it’s all about taking the message to them rather than making them come to you. Here are some excerpts from our conversation:

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