Guest Post: Embracing the Next Phase

This guest post is from my Twitter friend, Kellye Crane. Kellye is one of those PRos that I always recommend students follow. She’s super smart and has good advice for PR people at all levels.

As the school year draws to a close, I’m sure many PRos in Training are thinking about the future, and pondering what Modern PR means today. Whether you’re on the job market, starting an internship, beginning a new position or just trying to keep up with the latest advancements, you’ve no doubt heard and read a great deal about the vast changes taking place in the approach to public relations.

As current students know, whether it’s called PR 2.0, New PR, or some other catchy label, it’s clear that public relations is moving into a new age. At the forefront of this evolution is PR’s incorporation of a more conversational approach to communications, made possible – and necessary – by social media.

All this change can feel a bit intimidating, but the good news is this is truly an exciting time! Those who stay abreast of the changes and adapt to the evolving climate will thrive. If you’re worried, I’m going to let you in on an open secret:

Today’s students are every bit as prepared as the more experienced PR pros to succeed in this fast-changing environment.

For most of the class of 2009, adapting to new technologies, conversing online and being authentic is second nature. Much of what my colleagues and I are trying to learn – from the social norms of texting to the unspoken rules of Facebook – is old hat to you. PR is going to look very different in the near future, and the truth is some of the experienced pros are set in their ways.

Of course, the fact that the methods of communicating have changed doesn’t alter the fundamentals of public relations we should all be practicing. This is where the PR veterans have much to teach new PR pros.

These circumstances create a unique opportunity for emerging and experienced PR pros to join forces for a perfect partnership of wisdom and new ideas. While it’s essential to give appropriate respect to your managers, at the same time you should feel comfortable to share your perspective. The best workplaces will welcome your input and – whether it’s used or not – you’ll be credited with thinking strategically.

Your fresh perspectives combined with the expertise of your senior colleagues will be a powerful alliance. Together, you’ll be unstoppable!

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Kellye Crane founded Crane Communications, LLC in 1995, and has 18 years of experience in strategic public relations and marketing communications. Her blog is Solo PR Pro and you can find her on Twitter at @KellyeCrane.