The Future of Public Relations
Lee Rainie discussed the Future of Public Relations with a class of executive management students at the Newhouse School of Public Communications at Syracuse University. He looked at the changing media ecosystem and talked about the new opportunities that are available to public relations officials in engaging with people, especially through social media. He noted that the world has moved from the social reality of tight-knit groups like families and villages to a looser confederation networked individuals. In the digital age, these networked individuals use media and information in new ways to solve problems, make decisions, and gain social support. Social media allow organizations of all kinds the chance to become active participants in people’s social networks and active agents in helping networked individuals get their needs met.