Many things about public relations have changed in the past ten years, but there are still some constants. The main objectives of PR hasn’t changed, but the methods certainly have.

So, what hasn’t changed about PR?

• The essential PR plan. No matter your objectives, planning is the first critical move that any PR team must make. Regardless of what tactics you choose and the methods in which you conduct your PR, a plan must first be in place to ensure that: everyone involved is on the same page; tactics are derived from strategies; target markets are understood; and budgets, implementation schedules, and responsibilities are determined.

• The need to connect. Though connecting with the public is done in a very different manner today than it was 15 years ago, the point of conducting PR is still the same: to create a connection with someone, the customer, potential buyers, etc. In the past, this was done through the media. Today, this can be primarily done through two-way communication initiated through press releases that everyone can read (not just the media), blogs/websites, and companies simply talking to the public.
• The necessity of the media. I know I just said that you don’t really need media to connect to the public anymore, but you still need to utilize what the media continues to do. While you can do all of your communicating to the public without the use of the media, it would still serve you well to pitch the media for coverage online and offline. This sort of coverage is still seen as valuable because consumers still watch the news, still read the newspaper, and use the Internet for a source of new.
• The value of a network. This can be a network online, a network of media contacts, or a network of companies in your industry. These networks will be indispensable, especially online. Social media is shaking up the PR world, and as a company looking for valuable PR it is important to connect with bloggers, influential users on the various social media networking sites, and other companies partaking in the online community.
• The crucial act of crisis management. PR will always be the best source of information for the public in light of a crisis. As we’ve seen in recent events (BP, Tiger Woods, etc.), the PR team really needs to be aware, present, and fast-moving to take care of a crisis and to address the situation at hand. If they fail to do so, the company, brand, or image can greatly suffer. In most cases, PR simply needs to diffuse a situation; in other cases, it needs to serve as the formal apology, acceptance of responsibility, and revelation of plans to remedy the situation. The difference today is that a company really has no excuse to not take advantage of the many ways they address a crisis, answer a customer complaint, and even remedy a situation immediately before a crisis begins. Many companies ignore that opportunity, or don’t see it as a necessity.

Things have definitely changed, and companies need to be more proactive in regards to the responsibility new opportunities present. Buyers expect a company to be responsible, accountable, and working for the good for all consumers, the community, and the planet. Technology has made things more transparent and customers know more than they’ve ever known. This makes it a necessity for companies to be more aware of their actions and the repercussions they can have, if not just to be a morally responsible company.

We’ve heard it before, and I suppose it won’t hurt to say it again: Getting a job right now is a tough thing to accomplish as a new graduate. (Even as a semi-old graduate, it’s difficult.)

How does one differentiate themselves from the thousands of graduates trying to enter the work force this summer? By becoming acclimated with PR today.

To help out with some PR prospectives looking for a job and for all the HAPPO folks out there, here are some things to know about today’s brand of PR:

1. Public relations is just not the same. Even just 10 years ago, PR was a very different industry. It’s important to note these changes and to show that you are aware of them. The new PR professional needs to know the differences and similarities between the two so that the use of the new makes sense and becomes the logical choice.

2. PR requires a diverse knowledge base and understanding of business. While I didn’t major in PR, I can say that having a degree in marketing is proving to be quite beneficial to me. Much of what I learned in marketing classes I use today and reference when I write posts. Without that knowledge and background, I would have a much more difficult time writing what I do, and effectively combining PR with the other forms of business it works together with in today’s companies.
3. The Internet changed everything. This isn’t a bad thing, but it does create a different playing field for professionals in every industry. More importantly, it changed things for customers and buyers everywhere. I can buy anything I could ever need or want with the click of a mouse; anything. Additionally, I have access to more information than I could ever read through, also available with just the click of a mouse. What that means for PR professionals, then, is that there is more “area” for them to be conscious of. There are forums, blogs, Twitter accounts, Facebook pages, websites, Wikis, (the list really goes on and on), etc., of areas that a PR pro needs to be aware of in order to properly manage a brand and WOM.
4. There is much to be conscious of. The PR professional is often thought of as the wrangler responsible for the company’s brand and image. While that is true, the PR team also needs to work with the marketing, advertising, and sales areas of business. Now more than ever these departments are all conducting the same activities for different reasons, but all for a similar outcome: better customer service, increased sales/profits, and share of the market and mind.

What’s great about all of the things above, however, is that the people trying to enter the work force are more ready and able to change; with no preconceived notions or expectations of how PR should be done, they can adapt to the ever changing world of PR. Furthermore, they are more technologically comfortable, making them natural users of social media and other online tools prevalently used in the PR industry.

Avoid judging someone by their lack of experience or age. The graduates coming out of college in the next few months may be inexperienced, but they have the will to learn and can greatly improve your online presence, so teach them and put to work their strongest skills: the ability to network and spread the word.