Different Roles Influencing the Field of Public Relations Professionals

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Thoughts on the PR Field
Change is an inevitable prospect that every professional must prepare to encounter. As industries develop, new prospects emerge that change the perceptions and structures of professions. In public relations, the advancements in new media have triggered a new stream of PR activities. Possibly, PR professionals need to change their tactics to match the growing need for new forms of human interactions. The inputs by John Saunders, president and CEO of FleishmanHillard that “as a communicator, agility is make-or-break… Influencers are acting as newsmakers, reporters are starting their outlets, and social platforms are revising their rules. If communicators don’t understand the different roles-and keep up with the changes-their ability to execute will suffer.” — John Saunders, president and CEO of FleishmanHillard makes sense considering the changes facing contemporary communication.
One of the most significant changes that could render some communicators irrelevant is the size and demand for information. There is too much information in the world presently. That is because every person has been given a voice and a platform to communicate (O'Toole and Adrian 86). Through platforms such as YouTube and Facebook, individuals can blog and deliver podcasts as good as though they are professionally done. That changes the operational boundaries to communicators. Traditionally, information flew at a slower pace. That is not the case anymore, with more people seeking inputs in various aspects of communication. A company facing a PR disaster, for instance, is better positioned if its communicators lead the delivery of information about the disaster. Any slight delay and the information will reach people through other channels in an uncont...