As times change, so will the way PR professionals do their jobs.
Social media will continue to define PR. Social media has and will continue to grow as public relations professionals’ ultimate tool to use for their clients/campaigns, while also utilizing traditional outlets. These social media outlets allow companies, individuals and/or organizations to engage in multi-way communication, and receive immediate feedback from their various stakeholders and publics.
The downsides, however, are that bad news will spread faster and reach a larger audience; Making things more difficult for crisis communicators who want to control a given situation.
The PR profession will be dominated by new ways to communicate through arising technologies.
Now more than ever, public relations professionals need to familiarize themselves with a new supply of tools to adjust and thrive in a digital world.
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