4 challenges of modern-day PR

One of the biggest challenges facing PR pros used to be faxing a press release to 100 reporters—one at a time. (Yes, some of us remember those days.)

Today, everyone is online 24/7, creating a completely different environment for those of us who communicate for a living. While the internet has made many facets of our jobs so much easier-like getting those press releases out—it’s also created an entirely new set of challenges.

Let’s take a look at how the digital world has changed some of our challenges as PR pros:

1. Managing crises in less time

Gone are the days when you had the time to prepare a statement in the event of a crisis.

John Thompson, founder and principal of Critical Communications and assistant professor at Southwestern University just north of Austin, has worked with some of the biggest tech organizations in the world, including Intel, Dell and Motorola. He was at ground zero in one of the first internet-driven scandals, the Pentium processor crisis at Intel in the 1990s.