However, PR pros that don’t sharpen their skills for content strategy, development and measurement are quickly left behind as the future of digital PR evolves.
Major changes in digital marketing and PR have revealed how social technologies, devices and ubiquitous Internet access have opened the doors for round-the-clock connectivity to everything on the Web.
That connectivity enables consumers and brand managers to create, consume, publish, interact and transact anywhere, at anytime. From tablets to smartphones to getting digital content via your car, the relationship between technology and people has had a major impact on how information is discovered, shared and acted upon.
These changes in behaviors and technology represent challenges, but also these three opportunities for the public relations industry:
1. Who are “the media?”
It’s no secret that news media publishing models have experienced dramatic changes in the past five years, with strong shifts to digital to meet consumer demand of real-time news and information on any device.