As the reading begins for my research, I can’t help but start to pre-empt what one of my key findings will be: there is just too much out there. If I was a practitioner that had been in the industry for years without all of these digital platforms, and it was now a necessity to learn about them, where would I start? In fact, as a new PR professional, where do I start?
Arising from this, and perhaps more importantly, is the issue of online credibility. Due to the speed that the internet allows ideas to be published at, and how easily these ideas can be accessed, it becomes a prime source of information for people working across PR. But is this a good or bad thing?
The trouble is, how do we decide who we should be listening to on the internet? Is it those with the most amount of followers? Is it those working for the top PR organisations? Is it posts that have research findings to support their claims? Is it something that was so good it was worth a retweet?
The online world has opened a mass of doors for the PR industry, but is it also causing just as many problems?
Who should we be listening to?