PR Being Reshaped by Digital and Generational Divides


Volume, Velocity of Information Top PR Issue: A new study delving into the state of public relations finds that the profession is being reshaped by forces as current as digital networks and as timeless as generational divides.

Findings from the Plank Center for Leadership in Public Relations at The University of Alabama survey of 4,500 global PR leaders include:

  • The four most important PR issues identified by nearly two thirds of respondents are: managing the volume and velocity of information (23%); the role of social media (15.3%); improving measurement (12.2%); and dealing with fast-moving crises (11.9%).

  • The most striking divides in the survey are the gaps between older and more experienced professionals and younger practitioners. PR pros under the age of 36 ranked issues like improving professional image and measurement of communication effectiveness much higher than older professionals.

  • Younger and lower-level survey participants also ranked issues of social responsibility, transparency and diverse cultures higher than top leaders.

  • Conversely, more senior, established leaders emphasized dealing with the speed and volume of information, crisis management or employee engagement.

Source: Plank Center for Leadership in Public Relations at The University of Alabama


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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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