Markets in PR are conversations and as the public continue to learn and develop new ways to share content or knowledge. These markets are growing at a significant speed, faster than the companies targeting them.
Heather Yaxley of PR Conversations, has anticipated that while the communications industry continues to develop online, there are opportunities for public relations use its strengths in earning coverage, building online relationships and managing corporate reputation to continue its evolution. (Yaxley in Theaker 2012, p.431).
Originally described as a type of ‘planned persuasion through media relations and 3rd party endorsement’ (Morris and Goldsworthy, 2008). There is no doubt that in the past 20 years, PR has changed. If the industry wanted to survive changes within the media landscape, it had to change with them.
For as long as I can remember, the internet has existed. Sure, it was dodgy dial-up that deafened you when you picked up the phone, but it was there. And as a new generation of PR practitioners study or start up their careers, they’re facing a dilemma that those before them didn’t. The expectation of understanding.
Brandjack: How your reputation is at risk from brand pirates and what to do about it.
by Quentin Langley
Publisher: Palgrave Macmillan
Publication date: May 2014
At one point or another, every student has doubts. Mine were six months ago.