Contrary to conventional wisdom, many of the "traditional" functions on PR are not going away any time soon. These include things like media relations, crisis PR and trade shows. Companies will still need people to do these things. Media relations, in particular, is not going away, despite dire warnings about the death of the mainstream media.
BUT -- if you think you can skate by in PR for the next several decades without becoming an expert in digital marketing, you're deluding yourself. This is more than knowing how to write a blog post or how to pitch a blogger. This is knowing about the tools of online marketing and how to sell campaigns to clients using those tools.
Here's the latest evidence of this overwhelming trend: a report by e-Consultancy on the dismal state of online PR.
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