In the words of British Futurist Peter Cochrane, “If you’re not online, you don’t exist.”
With billions of Web sites, millions of blogs and hundreds of social networking sites, the internet is king – not exactly an earth-shattering revelation in 2008.
All PR professionals must adapt accordingly – knowing and learning new technologies and becoming comfortable with them is essential. It is imperative that we blend the traditional skills of writing and media and communications knowledge with online skills.
As the youngest member of Rose Communications, I have a unique perspective on PR and the online world – as I don’t know the PR landscape without the internet.
I often wonder how media lists were built and clips tracked. I find it hard to imagine calling a reporter with a pitch when I can simply drop them a less intrusive email or message on MySpace or Facebook. I don’t know how releases posted to the wire prior to the web and I’d probably enter a deep depression if forced to work without my laptop or Blackberry for a week. In fact, I’m not sure I’d even know how work without the internet. Far from a crutch, online access enables me – and my Rose Communications colleagues – to successfully practice 21st century public relations.