The profession of Public Relations is changing. The industry is figuring out how to redefine that change. PR still has roots in the news, persuasion and crisis management, no doubt. But PR 2.0 of course-includes the internet, social media, blogs, tweets, likes, page views, pod casts, videos and more. For decades the process of communicating messages of companies to the public traditionally went one way. The former monologue is now a dialogue.
“In a world where the ordinary consumer is walking around with global publishing power in his or her pocket,” said Dan Tisch, chairman of the Global Alliance for Public Relations and Communication Management in a recent article by the New York Times, “the role of public relations and corporate communications has shifted from creating content to attempting to influence the content that’s created by others [1]”.
The effort to redefine PR is led by the Public Relations Society of America, where a section of their site recently went live, prdefinition.prsa.org, encouraging visitors to submit their suggestion of what PR is. Suggestions may be submitted until December 2nd. The organization hopes to choose a winner by the end of the year.
We see this change as an opportunity for our clients. Loaded Creative and our strategic partners not only reach out to newspapers and other print media, but we embrace conversations with consumers through social media.
How do you define PR of the 21st century? How have you seen PR contribute to your company or organization through techniques initiated by your company or the consumer his or herself?
Link:
1. http://www.nytimes.com/2011/11/21/business/media/redefining-public-relations-…
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