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Posted on 10 January 2017 by Ceris Burns
It’s an exciting time for PR, which has always been a fast-paced industry but now has to be more adaptable than ever. Disruptors are changing the rules, with Donald Trump providing a prime example.
Instead of White House briefings and detailed press releases providing information on the US government’s latest policy stance, more often than not Trump uses tweets to by-pass the media altogether and speak directly to the world.
Instantly reaching millions in one hit, each of his 140-character tweets gain him column inches in huge volume whether he is addressing the media or not.
But unlike a press release, tweets don’t come with a note to the editor – or in fact anything to anchor them in the context of policy or thought leadership. This leaves them open to interpretation, or misinterpretation as the case may be.
Regardless of whether muddying the waters is Trump’s intention or not, his communications ‘strategy’ got me thinking about how the wider world of PR could develop this year, and while I don’t think we’re about to abandon the press release en-mass any time soon, here are my key predictions:
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