Trends: Survey reveals pressure to stay up to date with technologies published June - July 2006 A survey recently released by PR News and the Counselors Academy of the PRSA   indicated an overwhelming agreement that pr practitioners must adapt to the new media. The survey also found however that keeping up with emerging technologies was placing more strain on them. Other contradictory findings included pr practitioners believing that they are appreciated by industry yet feeling pressure to produce results within a shorter space of time and within tighter budget constraints.  Key findings of PR News Survey 1. Would you agree that new marketplace dynamics such as emerging technologies and changing demographics are placing more strain on you to keep pace? Yes                  89% No                   10% No response     1%   2. Would you agree the corporate communications side of the PR is keeping pace with the need to reflect an increasingly diverse population base?  Yes                  68% No                   31% No response    1%   3. Would you agree that with the rise of new and alternative sources or forms of media such as blogging, wikis, pod casts and rogue web sites we as public relations practitioners must adapt the way in which we “go to market” to keep pace? Yes                  95% No                   4% No response     1%   4.Do you believe that the powers-that-be in Corporate America understand and truly appreciate the work coming from PR departments? Yes                  77% No                   22% No response     1% Source: PR News and the Counselors Academy of the PRSA, May 22 2006 Staying up-to-date with the New Media PR Influences writes regularly about emerging technologies. Just joined us and want to find out more about this field? View some of our recent articles New Media: Staying visible in the internet age New Media: The importance of Blogs PR Influences is produced by Network PR a public relations agency with an emphasis on the new media. Please contact us network.syd@networkpr.com.au if you would like to discuss your pr needs.

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