PR Today: Dynamic And Evolving

The PR business is evolving. In the past, news has been pushed out to audiences via press releases and email alerts, Web site postings and the like.

Today, getting your client's message communicated well is a lot more complex.

We continue to tell our stories through the filter of the press. But just as readily, we are communicating our messages through bloggers, Facebookers and Tweeters.

Today, we have many more tools for listening. It's like the whole world is teaming with focus groups. Log onto your company's Facebook fan page and you'll learn quite a bit about how others see your carefully crafted positioning.

While PR has always been as much about listening to audience feedback as speaking out to influence audiences, today the dynamic is much more, well, dynamic.