4 trends affecting PR departments

The shift in media and marketing continues, as social media continues to reshape the landscape for people in the industry.

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Bloggers have shaken up the media landscape; consumer skepticism has driven brands to be more innovative; and social media has forced companies to reach a new level of transparency.

Over the past few months, several more trends have led to major shifts in the role of the PR professional, among them:

1.The Internet is killing the “expert.”

Leveraging “experts” has always been a proven way to garner earned media coverage for clients. Experts are trusted resources that can organically land media placements while seamlessly plugging brands into the segment. Now that anyone with an Internet connection can share their expertise with the world, the once “trusted expert” is becoming harder to find.

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