The Future of Public Relations

Since its early development as a management discipline, public relations practice has been based on a model of command and control. It’s a classical definition that places a brand at the centre of an organisational diagram surrounded by a passive audience. Messages are broadcast from the organisation to the audience either directly or via the proxy of traditional media or well-worn marketing communication channels. Such control is an illusion. The fragmentation of traditional media and the rise of social media have brought reputational management into sharp focus like never before. The questions that we need to be asking as public relations practitioners are what we can do about it to help our clients, and what we need to consider for our future?

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