How PR’s workflow is changing

Public relations is firmly on the move.

There’s no more discussion of social media as a fad, and the only thing that separates us from other disciplines is our willlingess (or lack thereof) to embrace modernity.

The writing is firmly on the wall. And it’s more than likely a Facebook or Twitter wall, so what obstacles remain that are slowing down our collective progress?

Fresh from the launch of #PRstack, I want to tackle three areas which, if addressed, may accelerate our industry’s move to new workflows. Having campaigned this issue hard as President of the Chartered Institute of Public Relations in 2014, I believe we’re heading in the right direction, but there is still work to be done.

Distribution

The marketing world is spoiled for choice when it comes to the array of tools, products and services that might be relevant today.

However, rather than empowering many public relations practitioners, this variety often threatens to overwhelm professionals who already feel their time is dominated by current responsibilities and obligations.