Challenges for PR in the 21st Century

I was asked to speak at the recent MIPAA PR Masterclass event about convergence and continuity in the PR industry.

I spoke about how the rise of ubiquitous digital media and, importantly, the computational layer that sits underneath all digital media is creating challenges for PR as a discipline and at a practical level.

I argued that algorithms play an increasingly significant part in determining what information we get to see, how we analyse and make sense of it as well as how our carefully crafted messages are mediated, manipulated and received.

I also discussed how the increasingly default nature for digital narratives is that of a fragmented datastream, rather than a coherent narrative (see Lev Manovich’s post).

And then for reassurance I suggested ways in which current practitioners could address and ensure a sense of continuity in terms of what they do on a day-to-day basis.

Some of the ideas and themes I took from a forthcoming chapter I have in the Routledge Handbook of Critical PR.

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