Future Of Public Relations Looks Bright

Regardless of the woeful economic news, characterized by lackluster corporate financial results

, continued high unemployment, the closure of many media outlets and budget cuts in general, the future of public relations may be bright.

What is responsible for this optimism for the future of public relations? First and foremost, consider the environment. Were living in the Age of Mistrust, as many of our institutions have failed us. Chief among these is the financial services industry, still reeling from the aftermath of the financial meltdown.

Restoring trust and confidence is no easy task. Advertising alone wont do it and thats where public relations comes in. Practitioners of public relations understand how to build trust and credibility by sustaining beneficial relationships with key target audiences. In addition, those of us in public relations have been quick to harness the power of social media by understanding its ability to move messages faster while reaping the benefit of more immediate feedback, thus facilitating needed change.

Demonstrating the growing importance of public relations is the annual Veronis Suhler Stevenson study which forecasts a consolidated aggregated growth rate for public relations at nearly 10 percent for the years 2008-2012. In addition, the explosive growth of social media has given the public relations industry a big boost.

Other factors contributing to the glowing future for public relations include the changing role of traditional media, the 24/7 news cycle, as well as the segmentation of messages and authentication of sources.

To prepare to capitalize on the rosy outlook for the public relations industry, practitioners are advised to:

1.Remember that clients pay for results not process

2.Utilize all of the tools available

3.Dont be afraid to innovate and integrate

4.Maintain your individual brand or corporate ethics

5.Listen to your constituencies and remember it is no longer a monologue but a dialogue

by: Kevin Waddel

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