Midterm question 1

1. In Deirdre Breakenridge's article PR 2.0, Brian Cross discusses how changes in technology will change the function of PR practitioners. In what ways do you think public relations will change and what role will PR professional's play in these changes?

"Today's online audiences will target your brand. PR professionals can go directly to the public. Or better yet, they'll come to you" - Brian Cross

The rise of social media will create a major change in public relations. Essentially, the consumer is gaining more power. Twitter, blogs and other social media are making newspapers and broadcast media less important. Public relations practitioners need to change their approach. No longer will there efforts be squarely designed to work with journalists. Public relations efforts will now be aimed directly at the consumer. Selling a brand now means selling it to single audiences, not disseminating messages to a mass audience through large media.

Public relations officials will be important in helping company’s adjust to this change. Not only are PR professionals the people who will spread the message, but they will also determine who needs to be reach. Scouring industry blogs, relevant internet personalities and social media sites will be required work for those in PR. They need to know what the public is saying in order to figure out who they should target.

Basically, the audience for public relations is changing. Public relations practitioners need to enter this on the ground floor become engaged with social media and target the audience that will be most interested in the message being spread.

This is what Brian Solis says about the idea.