The Future of Public relations

The Council of Public Relation Firms has just released a fascinating white paper about the future of Public Relations in the new context of Social Media.
New challenges and new goals to achieve.

Some highlights

"Customers must find and engage the best partners with the best ideas, regardless of whether they are public relations agencies or not"

"The survey also found that 84% of participating firms were emplying blogs on behalf of clients"

"The council survey revealed that approximately half of the participating firms currently have a dedicated or distinct interactive/digital group within their firms"

"Collaboration within media disciplines is increasing as more corporations demand thet their various marketing and public relations agencies work togheter on integrated communications programmes"

"The public relations industry must determine that the golden opportunity to lead on the new media front has arrived"

Here you can download the entire paper: "Relating to the public - The evolving role of Public relations in the age of Social Media"