It's no secret that the world of PR has been changing for a while. Gone are the days of treating journalists to expensive lunches to get your story in the printed press. Personally, I think most agencies and in-house teams have accepted that Social Media management has become a crucial part of the role but interestingly, Phillips and Young go further and state that it goes far beyond social media. With mobile devices, apps, the cloud and contactless payment, our world has completely changed. They point out that with this technology, the power has shifted from the organisation to the everyday person and PR professionals need to accomodate this in their every day work and plans.
As a new graduate with a passion for digital communications, I agree with their stance on the future of PR and the changes the industry is and will continue to make. It's difficult to say without having read the entire book (yet) but there are two other elements I think we have to consider:
- international communications - there are still parts of the world that don't have the same technology as we do
- target audience - the majority of disposable income is currently with the 50 years plus age group and although they use some of the technology available, I can safely say my grandmother does not do her shopping on a mobile phone app... Maybe one day!
You can read the White Paper on Keene Communications' website from this afternoon. The book, Online Public Relations is due to be released later this year and I for one, will be buying it. A huge thank you to Michael White and Keene Communications for sharing this White Paper with me, it's greatly appreciated and I thoroughly recommend people check it out. We all want to be the best professional we can be and changing with the times is certainly the way to do that.