As I sat down to write this blog post tonight I had no idea what topic I wanted to delve into. Having attended the side-panel earlier today I was inspired by the notion of how the mediascape is changing and how we as professionals cannot ONLY change with it, we must also be able to use it to our advantage. Interested in how the future of public relations was viewed by others, I did a quick search and found a post on Edelman’s blog called, “Is Public Relations Ready for Discontinuous Change?”. The interesting thing about many of the articles I found when I ran my search was that they all discuss the changing media landscape. This is a time where people are utilizing tools like Google, Tivo, and online news services. In an era where it has ever been easier to create and consume information what does the future of PR look like? Most of us will be graduating within the next year and we’ve got to recognize that with all the changes occurring in our field and in the economy in general increased emphasis will be placed on cost to businesses. Edelman argues that one way to take advantage of the emerging media scape is to use the web to our advantage. We can have direct conversations with key stakeholder groups, garner feedback, and influence many through blogs. Edelman also argues for the idea of experimenting and even considers adding video clips to press releases as they are sent out. My question is, understanding the influence that using the web can have, why don’t many companies have blogs? And why don’t more PR companies automatically turn to the web when coming up with tactics for their clients?
November 20, 2008
The Future of Public Relations