We have visible evidence that PR works. 
The Future is Here
One of the most balanced articles I have read recently was by AC Croft originally published in the Public Relations Quarterly 2008 and republished on redorbit.com has the following discussion points:
- The emergence of “New” / Emerging Media
- The difference between Traditional and New Media
- The Evolution of the Press Release
- Three simple steps for getting up to speed with Changing PR landscape
- What he’s learned so far?
- Emerging Media has already emerged
- The other side of the coin
- Finding your way through the media Abyss
What is interesting from a New Zealand perspective is that this article paints a view of our immediate future. Only early adoptor clients and PR agencies and indeed media are embracing New Media at the moment. However, this early adopter group is beginning to see results and will help bring the follower markets into the fold soon.
The most important outtake for New Zealand business is to get in there and trial before your competitors take the “hearts and minds” of your consumer base, build a relationship and a brand experience online and steal the show.
