We’ve all heard about how this is a “transformational” time for the PR industry.
Profits are up, and technology has made the game of managing reputations, relationships, and influence critical for most firms.
Yet, as an industry, we’re facing pressing questions that need answers. Here’s a short list:
1. Why don’t more PR pros become CEO’s
2. Are PR schools serious enough about teaching students the nuts and bolts of content creation?
3. What does the agency of the future look like? Is it PR-only, digital-only, all-in-one?
4. Is it right or realistic to think that a generalized code of ethics can apply to this business? What are the consequences of not having one?
5. How come MBA programs
tend not to teach students about our craft?
6. Will the dogged persistence of “traditional” media continue? If so, how can we better service outlets that operate with skeleton staffs?
7. What will we do when social media reaches maturity? (Maybe it already has.)
8. Is corporate embedded journalism
soon to be a widespread practice? How will we help or hinder things for our employers if/when it is?
If you have others, please leave a comment
Jackson Wightman is a
PR Daily contributing editor based in Montreal. A version of this post first appeared on his blog Proper Propaganda.