Much has been written about the PR industry’s transformation and the new skills and attitudes needed for success. There is no disputing change is necessary, but what should we keep? What qualities are still true north for our profession despite the social revolutions, economic tidal waves and technological innovations that are irrevocably changing the communications landscape? Read Rachel’s latest article on marketing-interactive.com, in which she explores three qualities the public relations industry can’t afford to lose and what it needs to further develop.
