White Paper on PR's Role in Social Media

The Council of PR Firms has issued a white paper called, "Relating to the Public: The Evolving Role of Public Relations in the Age of Social Media."

From the Council's summary on the white paper:

>> The paper provides a snapshot of this important moment in time for the industry and imagines what the next five years will bring. Some of the top findings include:

• The public relations industry is poised to excel in the era of social media due to the fact that public relations has always been about social influence.


• Competition among marketing disciplines has created a sense of urgency in the public relations industry. There is a sense that it must respond swiftly and intelligently to the new opportunities in order to continue growing.


• At public relations firms, the search for people who are adept at working with social media is underway and will be a trend for the foreseeable future.

Download the full report here.