Crucial Issues Facing Public Relations

Rick Looser, President and COO of The Cirlot Agency, sees two major issues in the realm of public relations: content management and relevancy. In an interview with The Plank Center for Leadership in Public Relations, Rick expressed his concerns.
“One of the challenges we have is looking outside of our small world,” said Rick.
Times have changed, as Rick describes; previously, there were limited sources of information. Now we have content available on demand any time of the day or night. Sources like Twitter, Facebook, blogs and Google Alerts are taking the place of many jobs of a PR practitioner. This is why Rick believes that content management is a crucial issue facing public relations professionals today.
The second crucial issue is the challenge to stay relevant. According to Rick, the most significant question PR professionals ask themselves is, how do you stay relevant as a PR practitioner?
“I need to have a set of skills that says, ‘Here’s the content, here’s the relevance and here’s what we’re going to do about it,’” said Rick.
See Rick’s full two-minute interview with The Plank Center for Leadership in Public Relations at The University of Alabama, below.