Are we on the defensive?

Shirky says: "Professional self-conception and self-defense, so valuable in ordinary times, become a disadvantage in revolutionary ones, because professionals are always concerned with threats to the profession."

I think this is an important point, in particular at this point of ongoing, explosive even, change in the field of communications and PR. The future of our profession is being hotly debated by academics and I would say most at the end of the day, are indicating these changes mean only increased business for PR; however, there is a need for some level of change in strategies and tools for which we use.

Should we be concerned about the future of the profession or see these changes more so as opportunities? Glass half empty or half full? Regardless, there are changes that need to be made. The core principles will never die in my opinion, but techniques and strategies will alter slightly, in some cases significantly depending on the case and time.

It is always best to be open to change and new learning, while maintaining confidence in those core skills only we as trained and experienced communicators intuitively have. With this approach, PR will continue to flourish.