Where we're headed...

Searching for content for my first blog post I came across an article on the future of PR. It's a study done by PRSA talking about the future of PR in light of the ever-changing face of communications and social media. What this article suggests is that the future of PR will be marked by three topics: (i) justifying return on investment (ii) fighting to stay current with the latest technologies and methodologies and (iii) managing the ever-expanding channels of communications.

“Social media tools will continue to change and evolve – we should not get stuck on a particular tool but be flexible and put our strategy to work on the appropriate platform.” - PRSA member and survey respondent

This article stood out to me - not only because I agree with what it suggests - but because it seems to present a challenge to PR practioners. In our media-saturated world, these findings challenge us to develop innovative strategies and execute creative tactics. I believe that we are in the middle of the most exciting time of communication - everyday PR practioners are learning new ways to harnass the power of media. We practice in an industry that demands flexibility and the growing popularity of social media has forced PR practitioners to bend over backwards trying to tap into its potential.
I think these findings (i-iii) outline an accurate guideline on how to proceed in our media-saturated world. We can't tell where technology will take us next but we have the power now to change our approach to what comes our way.


Here's the link to the article: http://steveradick.com/2009/11/07/prsa-members-shed-light-on-future-of-public-relations/