Editor’s note: This is the 1st in a series of guest posts from industry thought leaders predicting key trends that will impact the public relations profession in 2015. Follow the series and join the discussion by using the hashtag #PRin2015.
I can’t decide whether these are the best of times or the worst of times for public relations professionals. Clearly, we’re thriving in a changed and changing world that, frankly, is not well suited to those accustomed to the status quo. On the one hand, companies still crave and handsomely compensate their agencies for stories “placed” in mainstream media outlets. In fact, many of these “placements” still move business needles, albeit at a greatly reduced capacity compared to five or ten years ago. (Thank you media fragmentation.)