Over the past few months, several more trends have led to major shifts in the role of the PR professional, among them:
1.The Internet is killing the “expert.”
Leveraging “experts” has always been a proven way to garner earned media coverage for clients. Experts are trusted resources that can organically land media placements while seamlessly plugging brands into the segment. Now that anyone with an Internet connection can share their expertise with the world, the once “trusted expert” is becoming harder to find.