PR Campaigns – The blog

November 20, 2008

The Future of Public Relations

Filed under: Sparkle Media — ksorensen19 @ 10:50 pm
Tags: , ,

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?



  1. Ironically, this blog has a lot to do with a conversation I had with my dad the other night. We were at Best Buy and I was telling him that I want an XM radio for my car because it sounds better and doesn’t have the added commercials. We then started talking about ads in general these days and how marketers have to be more creative in getting their product out because of new technology like TiVo, Sattelite radio and such. This is why when you get on the Internet you’re swamped with advertisements. I think this is a challenge for PR as well. We too need to be creative and I think the post went in the right direction when it talked about the popularity of blogs. We are living in a digital age and I think it’s time PR steps up thier game. PR is about creativity and thinking outside the box and I for one am excited to come up with ways to reach people.

    Comment by ambrewe1 — November 24, 2008 @ 10:58 pm | Reply

  2. Although the industry of PR is evolving, along with many others, I think many companies are sticking to traditional practices because they work. It’s kind of like the old saying “why fix it if it’s not broke?” I don’t think many companies spend time with blogs because meeting face to face is just more personal and will have a greater and lasting effect, in my opinion. The PR industry does, however, need to keep up with the times and adopt these new trends into the line of work while still staying true to the traditional fundamentals of the industry.

    Comment by letsgoblogging — November 25, 2008 @ 10:28 am | Reply

  3. This post brings up a thought I’ve been having all semester – sometimes pessimistically and sometimes optimistically. It seems to me that we are in a group of graduates/young professionals that will be involved in the next era of media (PR and Journalism) and depending on how we look at it, this could be a really exciting time for those who put in the effort to come up with innovative ideas. There’s no question that the landscape has changed. I think the real question now is who will be the leaders and who will be the followers.

    Comment by asbrooks04 — November 25, 2008 @ 10:37 am | Reply

  4. I think that the companies who have accepted the new forms of communication available to them online and who utilize innovative techniques through online resources to reach their target audiences will become the leaders within their industry. This makes it extremely important as new graduates entering the workforce to be very familiar with all of the online resources available to us. The companies who continue to stick to “traditional” forms of communication will eventually feel the negative effect of ignoring all the internet can do for them.

    Comment by mekelly1 — November 25, 2008 @ 10:54 am | Reply

  5. I concur with what has already been said, the learning curve on the new forms of communication is a little on the slow side. But as we have seen in this class, that lag time is quickly shrinking. As more PR professionals are aware of these valuable online tools, more and more companies are switching over to them. Where 5 years ago, company blogs were unheard of, a remarkable amount of companies now participate. I feel like EVERYONE has a blog now, from News anchors to my little sister to Paris Hilton. The only thing really left is to have a “Blog from the President of the United States,” FDR had his fireside chats, maybe Obama will have is computer-side cyber chats. I feel that especially after being in the class, we are in the midst of a communication renaissance.

    Comment by wackyzachy47 — November 25, 2008 @ 11:09 am | Reply

  6. While change is often scary, and as mentioned in the panel it is resisted by journalists, it is not a bad thing. It is a necessity. If we stop changing we become obsolete, so it is just something we have to deal with and use to our advantage. It seems that being a part of a PR professional will be staying a step ahead of the public. By that I mean, start monitoring twitter before it becomes a phenomena or a crisis, be tuned in to blogs and comments on articles. These are things that maybe a company CEO doesn’t have time to be abreast about, but that is what they are paying us for. It is a little intimidating to me, personally, but I’m beginning to see this as the reality.

    Comment by agilliam — November 25, 2008 @ 11:41 am | Reply

  7. Even though Internet technology has greatly changed public relations, as well as print journalism and marketing, using advanced media technology is not useful for every company. The use of the newest technology depends on a company’s stakeholders and mission. If a company’s target audience is middle-class 18-24 year olds, then social media and viral marketing would apply, but if it’s retired senior citizens, then a different approach would have to be used.

    Comment by mara2009 — November 25, 2008 @ 2:20 pm | Reply

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