A look at how PR will change in the next 5 years

The Council of Public Relations Firms recently published a white paper exploring how top communicators at leading companies use social media. The findings outlined four themes impacting corporate communications over the next five years: (1) information and influence coming from new sources, (2) corporations and marketers having less control, (3) the convergence of corporate communications, advertising agencies, online marketers and web design firms, and (4) more emphasis on corporate communicators to build trust with audiences. The researchers noted public relations practitioners must develop skills in social media or they will become obsolete.

Read the full report:

Relating to the public: The evolving role of public relations in the age of social media