The public relations industry has changed dramatically during the past five or so years. Unfortunately, not all professionals have caught on, or up, to those changes.
I’ve encountered these scenarios too many times to count: More seasoned professionals refuse to budge out of their “this is how we’ve always done it and it works” mentality. Middle of the road professionals understand how PR has changed, but can’t quite figure out how to bring the old together with the new. And, new and soon-to-be new professionals think they’ve got it all figured out, but they don’t. Not even close. I’m talking to you, dear student, who put “social media expert” on the cover letter you sent me.