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December 22, 2011
PRSA Gathers 12 Trends for 2012
 
Here's an end-of-the-year list that deserves your attention. The Public Relations Society of America offers "#PRin2012: 12 Trends That Will Change Public Relations." Taken together, they can make for a year of creativity and upheaval. PRSA asked "12 creative thinkers in public relations for insight into trends they believe will fundamentally change the PR industry in 2012.

Here's what they came up with:

• Business Increases Its Voice In The Digital Space
• Convergence Continues
• Organizations Will Be Defined By Communication
• Wanted: Great Industry Leadership
• The Rise Of The 'Influence Professional'
• Social Validation Becomes The 'Holy Grail'
• Shifting Metrics and Integration Drive Digital PR
• The Consumerization of IT Changes PR From The Inside, Out
• Economic Realities Reset The PR/Media Relationship
• The Rise Of 'Brand Journalism'
• Solo PR Pros Make Their Mark
• Talent Acquisition Goes Social

Take the time to read and consider each trend. They're making for a new sense of PR's scope and management.

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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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