PR Start by Nick Lucido

About one year ago, I wrote a post talking about what the public relations industry would look like in 2009. I also took a look at some other posts and I was surprised at how much I learned since I started blogging in September 2008. It’s interesting, to say the least.

Anyway, did what I “predict” come true? For the most part, I discussed some macro trends that were bound to impact the profession; nonetheless, most were pretty relevant in 2009. Here is some discussion on then vs. now:

Diversity of the industry

Has the industry really focused on diversifying itself? I don’t believe this was one of the overarching trends of 2009. My perspective on the issue has changed a bit, especially after more professional experience. I think what’s doing the best job of diversifying the industry right now is the rise of social media in public relations. Most people don’t have a degree in social media, so many people jumping on the PR ship have backgrounds in Web development, advertising, marketing, writing and consulting. All of these add a great amount of depth to the industry as a whole.

New standards in PR education

In the past year, I’ve been doing a lot of research on PR education; specifically, I’ve been assisting developing a course. I’m proud to say I’m going to be an assistant instructor next semester in new media relations course. When I simply stated last year that PR education needs to change, it was a shallow statement. Perhaps professionals need to be more in tune with the academic side of the profession, especially in terms of digital research. In any case, PR academics and professionals should find more ways to collaborate. Social media is one of those things that practitioners and academics can work together on to set metrics and evaluate trends.

Is PR social media?

A lot has happened in 2009 relating to social media, but one thing is certain: social media, by nature, is part of public relations. Case studies are emerging. Digital practices within public relations agencies are expanding. Unfortunately, those claiming to be social media experts continue to become more numerous. The point is that social media is part of public relations strategy. As many have said before, signing up for a Twitter account and making a Facebook page are tactics, but it’s important for social media to be part of your overall communications strategy. More streamlined social media efforts will definitely be a theme in 2010.

Advocacy for the profession

Lucky for me, PRSA launched the Business Case for Public Relations, and no, I didn’t know they had this in the works. While this is a great start, it’s up to the practitioners to take it to the right people and demonstrate the business outcomes of public relations strategies. If you’re a young pro, it’s a worth reading through. It even helps in describing public relations tos a friend or family member. This is so important for the profession and I hope the discussion occurs beyond our own industry.

The new wave of professionals

I’m still a proud member of this group and I believe in what my generation brings to the table. Many of my fellow PR student bloggers raise issues, lead deep conversations and improve the profession, as well as those offline folks. I’m excited to see this generation obtain leadership positions and make an impact on the industry.

So, where does this bring us to now? I posted some thoughts on the PRSSA Blog about what I think some emerging trends are that will have an impact in 2010. However, it’s tough to predict.

Photo by Optical Illusion on Flickr.