The internet has revolutionized almost every aspect of day-to-day life, but it has also begun to overtake older media in terms of popularity.
I happen to come from a generation of technology addicts, and in fact the only time I read newspapers is either through an application on my smart phone or on the internet. So it should come as no surprise that with the constant releasing of newer technologies,older media is now engaged in a race to keep up.
The profession of journalism has slowly begun its evolution to keep up with the changing demands of this new generation of readers. The industry is fighting back with everything from online versions of periodicals, special “online only” features and editorial extras on social networking sites like Facebook and Twitter.
So if journalists are slowly starting to evolve with the times, that makes me wonder about my future as a Public Relations professional. Is my major and future career choice doomed to die off and become extinct like the dinosaurs? Of course not! Public Relations often uses a technique called “horizon scanning” which helps predict changes in the field.
The interactive websites of most major companies are great examples of how Public Relations has adapted to new and changing media. General Motors is a great example of a company website with Public Relations features \”General Motors Company Profile\” . Also, GM happens to also be in the news this week for keeping up with media changes by adding new technology to the OnStar safety system offered in their vehicles, \”GM testing voice command to update Facebook Status\” .
So with the evolution of media moving quickly, I hold out hope for the adaptation of old media, not only because I will be in desperate need of a job when I graduate, but also because those who cannot adapt face extinction.
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