Public relations will continue to transform, and the changes you see are monumental. For better or for worse, a career in PR means handling communications in the public spotlight because of the increasing use of social media. In the wake of democratized content and businesses satisfying the needs of the digitally connected consumer, PR had to evolve with a new approach. This approach required a shift in thinking, from strategy and planning all the way through to implementation and measurement. Professionals must discover new research methods, develop specific policies to guide employee and public participation, experiment with content through a variety of social media channels, and learn to connect.
