The Certainty of Uncertainty and Future of Public Relations

One thing is for certain, we’re faced with economic and political uncertainty. And while the names and particulars may change, turmoil on Wall Street, Main Street and Pennsylvania Avenue are not new. For the Public Relations profession, we are probably better positioned than ever to not only to weather the storm, but to come out stronger.

One of the topics I talk about as I travel the country is the history and future of the public relations profession (see below, and I think it's more interesting when I give it in-person - I hope).

Prsa Cherenson Look Back And Ahead

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A few key takeaways, at least for me, are the following:

• In a relatively short period of time, just a generation or two, the public relations profession has evolved from a corporate luxury to business necessity. We are well positioned for success.
• Trust is more important now than ever. Someone needs to take the reigns on re-building trust in our institutions, and that someone is us.
• In order to be the trust builders, we need to commit to trust's twin... ethics. As Murrow said, to be persuasive, credible and believable, we need to be committed to honest and ethical communications.
• New Media -- or social media, Web 2.0, whatever you want to call it -- is not about technology, it's about connecting people and ideas. It's about building relationships and our profession needs to own it. But to own it, we need to understand it. All public relations professionals must become native to new media and make a commitment to understanding it and how to use it strategically.
• Don’t think, not even for a second, that traditional media is dead. It’s not. It is still one of the best ways to connect with key influencers.
• Just this week, we saw the power and reach of "infodemics" -- the combination of fact and faction, interpretations and propaganda -- spread through traditional and non-traditional media. We enhance our value in the marketplace by understanding this phenomenon and counseling our clients on how do deal with "infodemics."
• Public relations must serve as the organization's long-term thinkers, the keepers of the DNA, the authenticity watchdogs, and the people not afraid to say no.

And when it comes to advancing in your own careers, the best job insurances include these three factors: knowledge, network and luck.

• Knowledge is power. The more you know, the more powerful you will be. Every public relations professional must constantly retool and make a commitment to professional development. It's no longer a luxury, it's a necessity.
• Knowledge is not enough. You also need a network, connections, and relationships. Get involved; be a leader.
• It's still not enough to be smart and know lots of people – you also need luck. And luck isn’t an accident. Lucky people often make their own luck by being proactive and attacking life with a positive attitude.