Submitted by Sheldon Rampton on
Public relations mogul Richard Edelman has some thoughts about the future of PR on his weblog. New technologies and consumer habits, he says, are reflected in changing media: Newspaper circulation figures and advertising revenues are dropping, and "every dollar coming out of print advertising revenue for newspapers is replaced by only 33 cents online." The rise of video-on-demand and digital video recording is enabling more and more TV viewers to skip ads. "For public relations professionals, these profound changes in media are both a challenge and opportunity," Edelman says. Among his suggestions for PR pros: "Recognize the influence and credibility of blogs" and attach video clips to "press materials to make it easier for bloggers in consumer technology to create v-blogs." It sounds like video news releases, largely the province until now of traditional television, are preparing to invade the blogosphere.
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