Ironically, the future of PR in the corporate world should not be in question at this time because the information age is upon us and PR is about information. It's the heart and sole of social evolution, or even revolution. Learn from successful activists For a decade, may be more, activists have used information and technology to infuse life and attitude into their social causes. If one doubts this, one only needs to look at the environmental movement, the anti-biotechnology movement or virtually any other social cause of the last decade and one will see that the exchange and distribution of information through the internet have contributed significantly to the passionate commitment of adherents. The result has been public and political acceptance of issues which received little support just a few years ago.
Social activists have combined information, technology and attitude to promote their causes.
Successful PR staffers and consultants who thrive over the next few years will do the same. The first step to success is to design the PR team to bring to together the necessary information, technology and attitude. The librarian holds a central role because information is the basis of public relations and the librarian knows where and how information is stored and categorized. The librarian knows how to ferret out information on all sides of an issue. Most importantly, the librarian knows how to organize information so others can get to it.