In the strategy of PR, the days when we used to ship press releases traditional media to a whole list of media outlets. The days of independence between an organization’s sales, IT, marketing, and HR departments are also over.
These changes in PR strategy actually offer many opportunities not only for communications professionals to develop new skills, but also to drive and expand the boundaries of the industry. However, this also presents some challenges.
Communication professionals should be multitaskers and should stay up to date on trends in media digital, on best practices for relations with media, crisis communication strategies, and other processes. Increasingly, public relations professionals are taking on complementary roles, such as marketing and social media, given that this requires experience in writing, data analysis, strategy development, and much more.