Evolution

The Dallas PRSA Fall 2010 Communications Summit was held today. Brian Solis, the lunch keynote speaker, said many inspiring quotes, but one resonated within me: “PR is only dying if it’s not evolving.” Such a simple phrase yet it packs such a message.

Public Relations is one of, if not the, fastest evolving professions available. Literally from the invention of the Gutenberg press to the first press release by Ivy Lee, PR has constantly been evolving. I find this wildly exhilarating and both challenging about the industry.

In an industry where as soon as you type words on paper, that action is obsolete, the task of learning the new trends can be daunting. Social media trends grow and die so quickly it is hard to keep up. It is a strategic intelligent move to decide which social media avenue to invest in and actually pursue rather than glance over them all.

            As a person born in Generation Y, I have grown accustomed to social media and its benefits. I have literally grown up using social media without acknowledging that the actions I was utilizing could one day help me in my future profession.

            Social media gives the consumers and “average Americans” a direct voice. They can now convey to the companies and business entities exactly what they want to say. The consumers’ opinions are also valued more because their opinions can be viewed by millions via the internet.

            I believe social media is the evolution of PR. Social media is a huge shift in the public relations industry that will resonate for years to come.