Don't worry! PR is here to stay.

How is new media affecting the PR industry? You could ask 100 people within the industry and most likely get 100 different answers. Some may get a grin on their face and embrace the new movement, while others might go white in the face and run for the door. Some are scared by the new technology and what it means for their jobs. PR practitioners for years have been in control of communication between their clients and their audiences. No matter what, they were in the know and somehow tailored a message to apply to their targets. That power is slowly slipping away and PR professionals are starting to get worried. Are journalists going to stop calling them for information? Are they no longer the answer to the media's questions? PR professionals can take a deep breathe because they aren’t going anywhere. Yes, new media is changing the way the PR industry communicates, but it is not going to leave us without jobs. The trick of the trade is to join in. Laura Sturaitis, Senior Vice President of Media Services and Product Strategy for Business Wire has the right concept when saying “it is first important to recognize that you must be part of the converstation,” (Breakenridge, 2008). Do not worry for all of you out there who are getting more and more concerned by the minute. You don’t have to be tech savvy to stay connected through new media. It might take some humility and a learning curve, but, in the end, it is completely possible to learn. Once you have the foundation of new media, you can connect with publics and journalists easily.

A lot of PR professionals have picked up on the new media concept, others, especially corporate, have decided it is just not for them. They fall into this "scared" category, but I do not think that they are just scared of the technology. They are scared of what it is going to do to their business. New Media results in transparency. Blogs, Twitters, YouTube Video and Flickr pictures do not leave much to be hidden in the corners, and corporate businesses are not ready for that. They prefer keeping to themselves and only allowing the public to know what they need to know. That is the first thing to learn about New Media, so take notes. New Media is beyond even two-way symmetric communication. It is about communication within networks, between groups, and corporations need to realize this and become part of this communication as active members not just as spy's to get information. They need to understand what people are saying and really embrace what these communication channels have created, which is power to the third-party. Isn't that what PR used to be about? I've embedded an interesting interview below with Richard Edelman where is is speaking of the Trust Barometer and the results it showed toward corporations this year. Take a look.



There are some key points to take away from this video. First, there has been a major collapse in the trust of Business. People do not believe in businesses or in what they are telling them. This is a valuable point, and is a result of a lack of communication. The public does not hear what is happening within corporations until it is a message that they want to hear, which, in turn, most of the time is a cover up. Richard is right, businesses need to "get out there and tell their stories". That is the only way they are going to rebuild trust. People respect the truth, and they definitely respect it more than a lie to cover up a mishap. Corporations need to evaluate what their secret strategies are doing to their reputation and make changes. New media is that perfect change that will allow for them to connect with societies to make an impact.

Find more about the results of Edelman's 2009 Trust Barometer.