15.

The Future of Public Relations: New Definitions

Now that you’ve read this book, you know that in the PR business the only constant is change. The public relations landscape, its expectations and ethical standards, its tactics and anticipated outcomes, and even its basic rules look nothing like they did five years ago—and little like they did five months ago. Like all industries, communications is evolving at the speed of light. (Or, as Fast Company put it, “faster than an out-of-control science fiction character.”1)

Throughout this book, we have covered the emergence of new vehicles for creating and placing news, new storytellers taking over the story, and new working styles for anyone who earns a living crafting news. There’s a move toward ...

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