PR must reinvent itself to survive the media disruption

The public relations field once stood as a leading pioneer in the social space. That positioned is in jeopardy, unless the industry can embrace the following skills.

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My career path has followed a distinct pattern in that I’ve always been drawn to industries in the midst of change and disruption.

I landed my first job as a graphic designer at a company that was overhauling how it produced marketing materials (migrating from traditional tools to digital). It was a huge change and those who were resistant to converting their skills to digital desktop publishing faced early retirement.

Next, I spent an intense year working at Fox News Channel, helping launch the 24-hour cable news network. Fast forward more than 15 years and that network is thriving, having tapped consumer demand in cable news and niche media coverage.

I’ve worked at the Chicago Tribune in digital news media and witnessed first hand the differences in how the “digital” team and the veteran employees viewed their work. I spent nearly six years working for one of the original digital agencies——that was expected to transform the agency space. It doesn’t exist anymore. Corporate entities have swallowed up the remains.

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