In the last couple of years there has been discussion about whether new media tools like blogging, podcasting and wikis have make public relations irrelevant, and indeed, if the PR industry is slowly "dying" as a result.
Giovanni Rodriguez lays out some challenges facing the PR industry and why, ultimately, the "new media" tools that have recently emerged are beneficial for the industry. He writes:
For many years, particularly in technology, PR meant media relations,
and little else. Now, many of us for the first time see there’s an
opportunity to assist our clients in doing what our profession
professes we do: "relating to the public." And forward-looking PR
people have already awakened to this reality, and are beginning to see
how what we have always been good at may in fact command a premium in
the new world. It’s a little thing called "social intelligence."
I couldn’t agree more. We should be optimistic about the current direction and the future of public relations. It’s an exciting time to be involved!
Good point - we need to move on from all the silly anti-PR stuff. PR is a natural human characteristic. Let’s do it openly and honestly.