In Deirdre Breakenridge's article PR 2.0, Brian Cross discusses how changes in technology will change the function of PR practitioners. In what ways do you think public relations will change and what role will PR professional's play in these changes?
The article by Breakenridge, PR 2.0: A Communicators Manifesto, does not detail a recreation of the PR profession. Rather it is evidence of the various doors that social media opens for PR professionals.
Social media is another tool for PR professionals to build relationships with the public. Social media in theory could cut out the middleman of marketing and provide a direct link between the public and corporations. But as Brian Solis explains on his blog PR 2.0, "Consumers already get it; brands are still trying to figure it out". Relationships, be it online or in person, are sensitive. PR is a management tool that allows an organization to build a relationship with its target audience. Public relations practitioners need to know how to engage in online. The use of social media as a communication tool means that information is not tailored but rather free flowing, which can be dangerous to companies.
The public relations profession is evolving. As communication becomes interactive and free flowing with consumers and companies, public relations becomes a management skill to understand the community. PR professionals will be the people making sure voices get heard and communication airways are open. This is a new way to communicate old values and reinforce the legitimacy and importance of public relations. As companies will need to adapt to social media interaction or sink, PR professionals will be key into the evolution of company communications.
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