Nine years ago, I wrote the following as part of an essay. For the archeologists among us, that’s before Facebook and before social media became everyone’s darling.
I don’t predict the future well or consistently, but with nine years’ hindsight, I’d say I had the current landscape pretty much nailed.
As I tell anyone who’ll listen, “I used to do PR.”
For years now, it’s looked/felt a lot more like community relations, but sometimes the community is a pool of editors and reporters, sometimes it’s a market of end customers and sometimes it’s a group of opinion leaders.
Back in the day, we all relied on the media to reach the end user and the opinion leader — that’s why they called it media relations, and there are still times when that approach is the right one to take.
But my guess (and of course, when you’re a hammer everything looks like a nail) is that the future of PR looks a helluva lot like the present of community relations.
There are probably two things at work here…