Digital changes everything. That's a truth that has played out
across industries the world over. And PR is a perfect example of an
industry that has been forced to transform. Across every PR
discipline, from media relations and content creation through to
social media and influencer marketing, digital has changed
traditional PR techniques and ushered in a whole new wave of
specialisms that previously did not exist. This book acts as a
guide to this era of transformation. It's a manual that summaries
the trends affecting our industry. It examines the techniques that
have changed and also investigates some of the new approaches that
are starting to emerge. It poses the questions that modern PR
practitioners need to ask, whether working in-house or in an
agency, and will be equally relevant for those studying PR or
coming into the industry as it will those who are hardened
professionals facing a future that looks significantly different to
the tried and tested approaches of the past. This is a book about
opportunity. A book that shines a light on how adoption of data,
audience planning and creativity, seen through a digital lens, can
transform an industry, making it more relevant and necessary that
ever before. It's a celebration of the power of earned media in a
world where we are, as consumers of media, increasingly shunning
interruptive marketing and looking for connection and true
engagement.
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