What pros should know about how PR is changing

Technology is having a massive effect on how PR practitioners do their jobs. Here are three of the biggest changes happening right now, according to Cision’s CEO.

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This article originally appeared on PR Daily in August 2015. The convergence of PR, social, content and search creates new opportunities—and some new challenges—for PR practitioners. What are the broad implications and how should the industry respond to deliver even more value to brands and clients? To seize the opportunities, we first need to understand the driving forces. Let’s consider three key trends.

The shift from PR to media intelligence

Marketing, branding, advertising and PR all claim the right to oversee media intelligence. No surprise, considering total market spending increased more than 7 percent from 2013 to 2014, making it a $2.62 billion industry.

Consider a basic example. More often than not, traditional news stories carry over to social media. Similarly, traditional outlets almost always pick up trending news on social media. Even beyond media relations, PR professionals have a responsibility to fully understand all media implications and discern the insights that can be gleaned from the data.

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