2008: When the definition of PR was revised

2008 brought some sweeping changes to marketing, journalism and PR.

But as PR got tight with marketing, technology and media, the old, timeworn, definitions had to be reworked, as the practice of PR changed. I found a thought provoking definition by Parry Headrick of Shift Communications) who called PR still about fishing, but:

“once there was but an ocean filled with a certain type of fish, today there are channels leading to different bodies of water, where the fish exhibit unusual behaviors and don’t respond to the old bait.

It’s PR’s job to find out what these new fish in these unusual waters like to eat – before ever casting the first line.”

The use of word ‘channels’ is not accidental. The angling metaphor brings up interesting analogies.

Key issues were the blocking of PR Spam, and the assault on the ’embargo‘ that closed out the year.

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