Public engagement, media relations and the future of the PR industry.

摘要

Public relations has experienced monumental shifts over the past ten years resulting in a new era of communication and new expectations among consumers. With the advancements in technology and constant shifts in communication channels, its traditional scope has changed drastically. Public engagement is a phrase that attempts to define and explore this new environment of communications. This paper will explore the fundamentals behind public engagement and the current state of the PR industry. It will also examine the changes in media relations and the direction and future of the field as a whole.