The only industry changing more quickly than PR is the media, and they are inextricably intertwined. Social media, the darling of the blog-sphere, changed everything. Twitter, Facebook and LinkedIn, in particular, have ushered PR into the era of authentic discourse. Press materials have turned into social content and briefings into conversations.
It’s not about scripting the dialogue (although we do scrutinize our press releases much more closely since they are often reprinted verbatim!), but about participating in the conversation. Beyond the mechanics of how we communicate with audiences, the heart of good PR has been, and will be the same. We must offer unique and relevant viewpoints that are rooted in authority. Relationships matter and are fueled by our credibility and our authenticity. Getting there first only matters if we’re prepared. Finally, and most importantly, our jobs are ultimately to tell great stories. Here is an infographic InkHouse created to show how things have changed, and what will always remain.