Public relations – is this its future?

“Despite its privileged position, it is generally not seen by senior client executives as providing critical strategic advice or services…” a new article reads.

The good ole PRIA has posted an interesting piece by business futurist/blogger Ross Dawson that does a bit of crystal ball gazing on the PR biz. Loads of good insight from Ross, tho his starting point for PR is still as an agenda-driven influencer, rather than a two-way comms facilitator. Also a few cliches in there that don’t match up with my PR experience such as; “the formal, stilted, self promoting language of the press release” – wasn’t what I learned or practiced. Also Ross claims that “mass media will never disappear”, tho I’d speculate that it may morph into more of a social mass media, esp given Ross’s point that today’s 15-30’s have switched off mass media; is it likely that they’ll suddenly retro-switch their media consumption habits and start reading broadsheets when they hit 31? Still, a good piece full of optimism for PR’s continued prominence on the comms landscape. Ta Ross & PRIA.

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2 thoughts on “Public relations – is this its future?

  1. If someone I met “spoke like a press release” – I’d probably be quite happy with their direct and factual reponses. Especially if that someone was from an organistion I was trying to get some info from. But I do agree with Ross’ vision of social media creating better opportunities for real conversations and information flow, rather than corporate-speak. Don’t know if I like the idea of “video screens soon to appear on every surface you can imagine”. Sounds like headache central.

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  2. Ta Jo, tho I’ve seen press releases that read like sales promotion copy (ones that journos hate the most) and others as dull as the disclaimer on a financial services Ad. With you both on real conv & info flow.

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