If you want to evolve you need to kill PR. Why? Because there is too much head trash about what public relations means. I think it is unrealistic to expect that others outside the profession, including most bosses and clients, will ever see it more than publicity, free advertising, or press releases. Your job is about to get harder than it already is, and dragging that old description around is just dead weight. If we want to evolve I think we need to kill “PR”.
Don’t get me wrong. This is not a “PR is Dead” post. In fact, the idea of relating to the public is now as important as ever. Your smart practices on quality communications are extremely valuable, but I think to stay fresh you will need to shift your view of yourself from a company communicator to that of a communities facilitator
