prclass

There are many areas of specializations within PR and various kinds of PR agencies. In recent years, PR agencies specialties have reflected an increased growth and emphasis in crisis communication PR, on-line PR, and technology/IT PR. Social media is transforming marketing, media, and public relations, and a new breed of PR specialists is emerging. The services PR agencies offer need to be able to tap into blogs, utilize the web on behalf of their clients, increase their clients visibility on the web, search-engine market, and strategize/ consult (Bounds 2006).

What PR agencies are seeing in corporations is a move towards integrated communications. With the changing nature of business in recent years, there has been an increased need for various divisions within companies (e.g. PR, marketing, advertising, and technology) to work together towards achieving the best results (Mayo Clinic 2006). So, while it is useful to have an area of specialty, the lines between related fields in the business sector are continuing to blur. The distinctions between what PR, marketing, advertising, and technology roles are, are becoming less and less clear. In fact, what are considered the new vital technology trends for PR agencies (such as blogs, search engines, online press releases, and online newsrooms) would have been considered areas for IT departments not that long ago. So, while integrated communications may be helpful to PR firms by opening more doors and creating more opportunities, it also has the potential to hinder them because less definitions means a need for more specialties under a broader scope. It is no longer enough to be very experienced in one area; an individual must be knowledgeable regarding many different areas. Wider horizons, also translates into more competition and overlap.

Also, with small businesses increasing access to “do-it-yourself” PR techniques available online, PR agencies need to ensure that they continue to adopt means of high-tech communication in order to continue to evolve and stay relevant, and to avoid becoming out-dated and obsolete. PR agencies need to be adaptable, embrace technology and change, and establish a means of measuring outcome (Fulford, 2006).

- Kim Resendes (edited by: Caitlin Yearwood)

References:

Bounds, G. (2006, September 25). Small business (A special report): How to get attention in a new-media world: The rules of the publicity game are changing; Here are ways to claim the spotlight for your business. Wall Street Journal (Eastern edition), p. R1. New York, N.Y.

Fulford, L. (2006, May 19). Time to jump on the bandwagon or risk becoming obsolete.

Media, 14. Singapore, Hong Kong.

Mayo Clinic. (2006, October 2). It’s time for PR to take the lead in integrated

communications. PR News, 37(63), 1. Potomac.

Websites:

• MarketingFind - Shopping for a PR Agency

http://www.marketingfind.com/articles/shopping_for_a_pr_agency.html

• Wikipedia - Public Relations

http://en.wikipedia.org/wiki/Public_relations