Public relations firms coming to terms with communication revolution
At the 47th Annual Global Summit of Public Relations Organisation Worldwide, more than 60 of the world’s leading PR agency owners had a heated discussion over the fate of communications. While many of the pundits had opposing views on Brexit, the Trump presidency, and the apparent upending of the world order, there is consensus that there is a new normal in the way messages are sent and received, dramatically changing how our views of the world are formed. This time, however, the revolution “is televised”, or at least shared in social media. “Yes, the digital revolution has redefined how we form our opinions of the world in a fundamental way,” said Richard Tsang, PROI Worldwide chairman. “And these new patterns of communication lead us to life-changing decisions; from what sort of car or house we buy, to whom we elect as our leaders.”
