Convergence

Another PR trend that happens to be directly related to my field of work is convergence.

I first started working in the communications industry about 4.5 years ago when there was a clear divide between TV, radio and telecommunications.

Now, however, we have BT offering TV and BSkyB offering broadband. All of these changes mean that PR practioners will have to alter the way in which they work to communicate with their public.

We have numerous 24 hour news channels, websites such as You Tube, newspapers, magazines etc constantly bombarding us with information so PR people will have to focus on designing the best message and using the most appropriate method of distribution. Messages will need to become more targeted to reach the desired audience and evaluation of what works will become more important in public relations.