Knowing social media to the tiniest detail is an absolute must for every single PR expert - from the CEO of the large PR corporation to the regular assistant or intern who sits behind a desk and does something on behalf of a client.

Maxim Behar

It requires an understanding that there is no difference between PR and social media anymore. From the point of view of a top-notch PR expert, they have become one and the same thing.

Live communication, live contact, and live presentation are becoming increasingly dominants in our lives, let alone in our business. So everything that's not live is doomed to quickly become already known, obsolete, and boring.

Many of us in the PR business, however, feel the change in a very tangible way, because this industry now requires a whole other type of quality, a different way of focusing on things, a different language and way of expression, and an array of other tools, advance preparation being first and foremost. You just have to be hyperprepared for all kinds of situations.

Many things will disappear from each of the three main communications industries so that a new industry can be born. I don`t know what it will be called. It could be named social relations.

Modern-day consumer awareness has reached such staggering levels that consumers get to know everything about a certain product and the corporation producing it. If consumers are not informed the same minute about any changes or alterations, they may never purchase your product again.

My first definition of PR was that PR is the industry of news creation or good news-making.

My global PR revolution thesis will certainly not go down without criticism. The most severe criticism should be expected from the people who don`t know the PR industry. They might say, Revolution? What revolution? Facebook is just out there anyway!

Nevertheless, even though our industries are at war at the moment, the merger of PR, advertising, and digital companies, as already noted, is absolutely inevitable, because clients need full-service communications consultancies.

Nowadays, some 60-70 percent of our clients turn to us as PR consultants - and it seems to be exactly the same everywhere in the world - for two main reasons: crisis management and reputation management.

One of the mightiest features of this revolution that I personally feel every single day is that back in the old days, we used to change over years. Today, we change within a matter of hours.

One of the things which has been and is going to be of key importance before, during, and after the pandemic is total transparency. Thanks to total transparency, business, and life itself, is becoming more ethical, better organized, and make more sense.

Our PR business today has increasingly less in common with the business we used to do just ten years ago, let alone a hundred years ago. Pretty soon, it will look nothing like its former self.

Perhaps the spreading of fake news shouldn`t be criminalized as a felony, but it must be penalized in some way, and there should at least be court trials for that.

Political marketing and PR could be described as elitist to some extent, although again, you have to express and verbalize your messages in the language of the people who are nor part of this elite.

PR experts need to be brilliantly trained and prepared. That's not just good sense - there are very concrete and powerful reasons for that... We used to have between ten or twelve hours to solve a crisis. Now we don't even have ten minutes!

PR is not an elitist industry. Rather, it is an industry for the people it is supposed to reach. If it needs to reach a working class demographic, then PR experts would have to speak their language and know how to speak to them in the most effective manner.

Regardless of how the PR business may have developed over the years, we always used to be a transmission, a sort of bridge, between our clients and their clients.

Regardless of many people`s perceived need to be extracautious in this new age, the rise of transparency caused by the social media revolution is rapidly building a far better world.

Regardless of this forecast, however, we still must take into account the fact that many people used to lack a decent understanding of our profession, and many still do.

Regardless of what is done in the wider communications industry, PR will always be linked to content creation. And that content remains textual, first and foremost.