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PR's Future Is Now: Here's What It Looks Like
By: Doug Bedell
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Here's PR's digital future in a "snapshot" package for practicing today: First, media will be primarily on tablets, not paper; "deadlines" will be anytime a news release is finished. Digital news releases will go directly to the public, along with the news media. And measurement of their reach and effectiveness will be closely at hand. All in one digital desktop of skills.    

For communities that support small, close-at-hand newspapers with lots of local advertisers, "paper" dailies, and the need to "drop in" on reporters or editors may continue longer. But the future that's outlined in these posts by Thomas Church, Sara Skerik and CyberAlert is emerging now, and it's decidedly different from the PR of yore, that is, yesterday.

Through the whirlwind, notes Fast Company, winds the need, as always, for exemplary, factual content. And, of course, the digital techniques should follow effective strategizing. How else to know what to be saying, emphasizing in them?   

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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