Public Relations & Social Marketing Insight

In other words: change becomes more manageable when you understand what's going on, how long it will last and whether you are on course to conquer it change becomes more manageable when you understand what's going on, how long it will last and whether you are on course to conquer it. Within companies, "change management" is generally a focused effort; but within industries, there is less support and less understanding of these changes without centralized leadership to navigate.

As an industry undergoing massive changes — with journalists fleeing to brands and budgets shifting to data-driven metrics — PR stands at a fork in the road, which requires both a new way of thinking and new, diverse skill sets.