The transition from old to new technology creates both challenges and opportunities for communications professions. The field of public relations is directly tied to the publishing industry which of course, is directly connected to business and consumer information discovery and consumption. The migration from offline to online has left these industries in a state of flux and traditional PR becoming increasingly digital is no exception.
There are tactical challenges as well as strategic. For example, the shift towards digital communications means a new set of tools must be learned in order to accomplish today’s PR goals. Now more than ever, public relations professionals need to familiarize themselves with a new arsenal of tools to adjust and thrive in a digital world.