The Evolution of PR

With all the changes in the field of marketing, what will happen to PR? Considered by many to be a proven means to generate publicity in the media, how will this profession adapt when “getting your client in the paper” doesn’t matter as much. Industry insiders talk about new media, many with a hidden sense of nervousness that exceeds feigned excitement. For the short term, PR is a relevant, viable field that has every opportunity to evolve into a critical, strategic component of the media mix – as long as PR practitioners understand the changing landscape. My sense, however, is that this assumption is a stretch and most agencies will fail to hire the right talent, continue recommending outdated strategies and hope that the world of media doesn’t continue to fragment. As an industry, PR has never been good at defining itself. Now when it has the opportunity to redefine itself, what will happen?

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