I'm chairing and presenting at this week's PR and New Media Summit  in Brisbane, and it's got me thinking about the evolving nature of public relations.
When I started my BA (Public Relations) at Deakin in 1985, the role of the mass media was of paramount importance to PR practitioners. Mainframe computers were starting to be used for word processing, and telephone calls were made on rotary dial, fixed-line telephones (provided by Telecom).
Today of course, anyone can be their own media outlet, and stream live to the web via a mobile phone.
There are a range of challenges for professional communicators, and we'll be discussing many of them in Brisbane.
As an educator and researcher, I have to work hard to keep up with the latest changes in technology, and how they impact on the craft of public relations. For busy professionals the challenges of keeping-up, whilst managing a hectic workload, are even greater.
I look forwarded to posting more on my thoughts about the theory of public relations in future blog posts, and perhaps sharing some tips relating to the practice of PR as well.