The Digital Vibes

How PR is changing in the web2.0 world
August 13, 2008, 11:58 pm
Filed under: PR | Tags: , ,

Mashable carried a really great post on The Changing Role of Public Relations, referencing Steve Rubel’s post questioning if the thrill of the chase makes PR obsolete.

Rubel then asks the question: “..what then for PR?”

To which, writer Mark ‘Rizzn’ Hopkins has an answer based on his interactions with PR folks whom he deems as connectors to the businesses that employ them, as well as to the journalists.

The social media landscape has changed the dynamics of the publishing industry and its resulting impact on PR is only natural.

It has always been the case where the most successful PR practitioners are those who understand journalists’ needs and are able to connect journos to company information and industry trends, not those who are merely information gatekeepers.

In the hyperinteractive web 2.0 world, the evolution of PR will only see this skill being even more important in the profession’s future.


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