2013: the evolution of media relations
I’m not big on predictions or resolutions. The New Year provides a useful time for appraisal and evaluation but it’s no more than an arbitrary point in time. The pace of change in the public relations profession means that weeks or months are more useful cycles.
But if you want one prediction for the future of the public relations business here it is: media relations will shift from traditional forms of media to social forms of media because in 2013 all media is social.
Traditional media relations is dead.
I know. It’s not really a prediction and more of an inescapable statement of fact. The indications are everywhere you chose to look.
We’re in a period of incredible change. Public relations practitioners are re-skilling to work not only with traditional media, but with new and emerging forms of media.
Stephen Johnson got in touch with me over the holiday period. He’s a motivated practitioner at the start of his career who has spent a lot of time thinking about the future of the profession.
Stephen spent the holiday period building a two-minute video about media change and the future of the public relations profession.
It very neatly encapsulates the challenge that our profession faces. I’d encourage you to watch it, think about how you're personally addressing the issues it raises, and then share it.
Happy New Year.