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More on PR In Its Digital Context
By: Doug Bedell
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Here’s another “homework” post, this one from the Newhouse School of Communications at Syracuse University. It includes two source references, from PR News and the Public Relations Journal, and, indeed, it’s on “The Convergence of Social (Media) and PR”.

As you're well aware by now, this is a trend that has been building – the Public Relations Journal piece, “Examining Social and Emerging Media Use in Public Relations Practice,” covers a 10-year period. And it notes that when it comes to managing and monitoring the new media, “65 percent of public relations professionals agree that these duties primarily belong to the communication and PR departments.

“This number,” this latest post adds, “is lower than it has been in recent years, however, and the decrease corresponds with a rise in professionals reporting that this responsibility lies with digital and social media departments. As more organizations add divisions that are exclusively devoted to social, the role of a traditional PR professional will undoubtedly undergo further transformations.”

So, indeed, we’ve got a link to our post of yesterday on how “We’re Between Two Communication Eras,” print and digital.

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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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