Repent, PR Industry, the End is Near

By Steven Phenix

AUSTIN, TX--There's nothing like a little validation.

According to a new white paper from the Council of PR Firms, in the next five years, "social media must become part of the way public relations practitioners do business or they will become obsolete." From "Relating to the Public: The Evolving Role of Public Relations in the Age of Social Media," available as a PDF here.

Amen! In fact, I've been preaching this sermon for a while now, since I walked away from traditional PR over three years ago.

For more on the impending demise of the public relations industry, see my previous posts:

• Buzzards Circle Over the PR Industry

• Public Service Announcement for Panicked PR Pros

• Second Life may not be a Marketing Gold Rush

• Note to PR Flacks: Lighten Up

• PR is back, like Dawn of the Dead Part 2

Skip the PR and start a blog. Why does your business need a blog?