The Future of PR

What is the future of PR? This question looms in the minds of many students and public relations practitioner’s alike. With my upcoming graduation, from the University of Minnesota, I have been thinking about it more and more.

The industry has come to a turning point, torn between old practices and new ones. However, the question remains where will it go from here? Since the Internet has been the latest phenomenon to affect PR, I started my search for answers here. For my research, I looked to the Internet for answers and noticed there were three reoccurring themes that seemed to resonate.

First, new tools will merge with old tools. For example, while it is clear that the press release is here to stay, it is also evident that it must adapt. Unless PR wants to become overlooked by the next generation, practitioners must learn to pitch releases to bloggers. Engaging in non-traditional media forms will require practitioners to understand not only the psychographics of their target audience more than ever, but also to know the most effective sites to pitch these releases.

Second, the definition of PR is expanding. PR has traditionally been described as putting theories and principles to work along with building relationships. However, it is becoming so much more, as we begin to see marketing, advertising, law, and business utilize PR concepts.

Paul Holmes expresses the third theme in his article, The 21st Century Public Relations Firm, “Simply put, good people are the foundation upon which successful public relations firms are built. In order for PR firms to face rising competition, especially outside their industry, firms must be recruiting the best possible employees. These employees should bring sound judgment and youthful enthusiasm to the team.”

The answer to my question would appear to be that PR has nowhere to go but up. However, in order to move forward, PR practitioners will have to become more honest and accountable, leaving fewer places for less than satisfactory practitioners to hide. Increasingly, critics and consumers will be looking for a greater alignment between company causes and day-to-day business behavior.

One of the best articles that I have read on this subject is the article quoted earlier, by Paul Holmes. He takes a very in depth look at where PR has gone wrong, and what needs to change in order to enhance the industry to make it all it can be.

Marlys Huismann
JOUR 3279
Blog Assignment