Last week I sided with the idea that public relations is an ever evolving profession and the future looks bright for students sitting in PR classes around the world. There is something that is going to separate the ones who are good at what they do from those who just aren’t going to make it, it is research. We have been taught that you always start with research and it makes sense, you need to have all the information you can get your hands on. The difference is how much time a day are you willing to spend researching social, political and economic issues on your own? The future of public relations is bright if you stay current with technology and use the Internet to your advantage. Every person in America has access to the Internet somewhere (home, office, Internet cafe, public library, etc.), but not everyone takes advantage of it. As PR professionals we must embrace to idea of easy access to information anytime of day and the best part is the Internet is always being updated and current information is being added.
The point has been brought up about whether or not the age of technology is really a good thing or if we are creating a big problem for ourselves in the future. As a PR student I would say this is an issue to watch and read about as more people come public with their opinions. And right now is a great time to practice researching skills with elections all around us. Elections bring up issues that definitely have multiple sides and lots of information about them. So not only have I spent time educating myself of the prediction of the future of public relations but I have been spending time each day reading about presidential candidates. I look at one or two a day and compare as I go along.
It’s up to me whether or not I stay current on the candidates and their platforms, just like it is up to each public relations professional on whether or not they stay in the career field. A PR profession is not a regular work day of 9-5, a professional is always working. The more information you have, the more prepared you are. So it really is up to each individual if they want to stay in the game, because in the age of technology there is no excuse for not at least reading the headlines of the news or look at what Apple just released. And with the holiday season approaching, reading about what toys are hot this year and what makes them the season’s favorite would be another topic to read about.
The future of public relations is looks strong and healthy but what are professionals going to do? Staying informed is the most important thing anyone could do to help their career. The lazy ones won’t and will quickly be swept away by those who thrive on information and have figured out how easy it is to “google” for the topic.
It’s Up to Us…
…Whether or not we are involved in the future of public relations.
Some very good points. Personal balance is important but you are right, you are never off the job in PR.
What are the daily pubs you would recommend a PR student/professional read every day/week?