What I have come to realize over the past few years is that there is no longer any generalization in public relations and communications. Technology, market forces and demographics have transformed my profession. This signals that the tide has turned within the marketplace and all of its sectors.

What this means to organizations is that the old rules no longer apply. The trusted bag of communications tricks is no longer effective. One industry person commented at a seminar I attended recently that media releases (you may still be calling them news releases) are now considered the lowest life form of public relations. But this is the tool most organizations rely upon to get the word out.

If your communications efforts are at the lower end of the food chain, it’s time to think about how you can avoid being gobbled up… more to follow. Watch this space.