Whuffie at PRSA: The Digital Impact April 29, 2009

“May you live in interesting times” is a phrase that certainly speaks to all of us these days, causing both a shiver of uncertainty and a buzz of exhilaration. We in the public relations industry are faced with unprecedented challenges and opportunities caused by the vast changes wrought on the global economy in recent months, the impact of which is still unknown. How will these changes impact the practice of public relations, your organization and your position? What new opportunities exist to create stronger relationships with your stakeholders?

As traditional news media gatherers continue to downsize and disappear, the prospect of media placements as public relations’ central value proposition is on trial. The Internet is the primary channel through which the developed world searches for and finds the news, information and opinions that influence popular perception. The jury is out on how organizations should manage their reputations online, and which department is best equipped to make a digital impact.

And yet, at the same time, there are notable successes in the world of online branding and communications, increased knowledge of consumer behavior based on comprehensive new research and a greater understanding of how to use digital communications tools appropriately.