More and more clients recognize that the best agencies have the ability to attract, develop and retain the best people, and the ability to put together the right mix of talent on that client's account. Technology Application - Most economists agree that increased investment in technology has played a key role in recent economic growth and productivity improvements. Technology will transform the public relations industry in four ways. It changes the relationship between organizations and their stakeholders. With information and misinformation so widely available on the web, the relationship is more direct, more immediate and more diffuse.
Corporations can no longer construct and rely on information firewalls.
Chat rooms are abuzz with commentary on insider trading, the latest financial results, or the environmental and social impacts of Wal-Mart trying to open a new superstore in another community. Organizations and their PR agencies must learn how to harness the Internet to engage in more direct conversations with their stakeholders. It redefines the nature of the relationships that PR practitioners have with the media, industry thought leaders and policy makers. It facilitates a different kind of relationship that is more intellectual and less about transactions. Visual and interactive communications facilitate the telling of stories that stimulate richer conversations about issues and events.