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I started in PR as an entertainment publicist and was really proud of what I did. I knew – and so did my clients – that I could call a journalist and more often than not, they’d run with my story. And that would sell tickets or books, or get people to an event.
Then I became a PR agency professional and had to learn a whole new vocabulary – corporate-speak – and refer to publicity as media relations.
These days, I’m just @martinwaxman and, like many of you, I live a lot more of my life in public and my personal and professional worlds collide all the time in ways I would have never imagined.
To paraphrase author, professor and digital strategist Clay Shirky, where there was once scarcity (as in few media), we now have abundance (social media), amateurs competing directly with professionals every day.
Things have changed. And traditional PR just doesn’t perform the way it used to.
I’ve noticed several emerging trends that are reshaping our profession and the way we communicate:
1. Search me – semantic search…is it the end of serendipity? And don't forget social or mobile.
2. New generation gap – 35 is the dividing line and it's time for boomers to listen to millennials and change the way we do things.
3. Mobility means never having to say you can't reach me - our online connections are always with us. The key is to think big for the small screen.
4. Face of new media – we’re the programmers, viewers producers and critics all rolled up into one.
5. We're all in showbiz – media’s adapting. PR can no longer sit idly by. We need to combine publishing and publicity and tell stories visually and not just with words.