Public Relations in our ever-changing world of real time and real life go hand in hand more and more with our ever-increasing bandwidth. The Internet more often than not spreads information faster than gossip around the water cooler. As a PR professional this means that it is critical to be able to not only know what is being said about the companies we represent in real time but we have to respond and join the conversation as it happens. Long gone are the days of waiting for a problem to just go away. We must be well-informed and ready for action as it happens or mole hills will become mountains.
In our fast moving cyber world I am seeing a blend in roles between PR and customer service. In good customer service one of the big items on the punch list is that of building relationships with our customers, getting to know them and to be able to anticipate the customers needs. With good relationships if a problem does arise then the customer is more willing to give us a chance to fix the problem and make things right which is a huge plus because if they don’t let you know there is a problem then it is hard to resolve. It is always harder to fix a problem that you find out about second hand than it is to take it up with the source directly. With PR needing to happen in real time, having built a solid relationship with our audience is one of the keys ways to stay ahead of the game.