“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.