10. The Future of PR and Social Media

Where do you go from here? Eight new practices for the PR professional is only just the beginning. When social media met public relations, communication techniques advanced, additional practices surfaced, and your roles and responsibilities changed and grew in importance. You cannot control communication. You can only guide and shape experiences, which require a flexible and open frame of reference, and the need to embrace knowledge, skills, and the practices that ready you for new and exciting challenges. “Like a disease, social media proliferation will leave companies crippled,” states an Altimeter Group Report titled, “A Strategy for Managing Social Media Proliferation,” which discusses how companies must follow pragmatic steps to manag....¹