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.

Maxim Behar

Social media have shaken up the PR industry beyond recognition. In fact, social media have caused the first and only real PR revolution in the industry’s more than 100 years of history.

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.

Actually, without the opportunity to make something go viral, social media would be nothing more than the good old Web 1.0.

After twenty successful years in journalism, I left it, vividly remembering that You can achieve a lot with journalism, but you should know exactly when to quit.

As already noted, the only legitimate way for a PR representative to pay media would be if you purchase content that is clearly marked as paid or sponsored.

At first glance, it might seem as though the death of the press release was slightly exaggerated. After all, press releases are still in circulation.

At first glance, total transparency, fast communication, and the unrestricted use of media presuppose a fertile ground for manipulation, which may be one reason the world is becoming so cautious. But transparency doesn`t have that much to do directly and specifically with manipulation.

Brands are no longer the property of the companies, but of the consumers, and consumer power over brands is enormous.

By definition, however, PR should be trying to achieve virality for its stories - that's one of its goals.

Different social media networks are used for different communication to the extent that the written word still prevails over visuals. However, in the future, it will be other way around.

Each of the three parties might have its arguments, but it is my strong conviction that the PR business will emerge on top in this future merger of the three industries.

Even in the age of the social media revolution, PR's essence remains the same as always: honesty, integrity, and preparedness to react.

First of all, the word newspaper doesn't really exist anymore, because the first part, news, is gone from it. What's left is only paper.

For years now, PR has been developing services in the era of social media that cover more and more communication needs. That`s the part of the reason why PR will be on top of the future merger of the three industries.

However, in PR, we communicate messages. Going back to one of my original points, if we produce anything, it's news stories. Regardless of what you call your message, it is news. If it doesn't contain news, then you probably aren't doing a very good job.

I have been aware of the undeclared war between PR and advertising ever since I entered this industry more than twenty years ago.

If the PR industry suffers from this negative reputation, it is because many people associate our profession with politicians and business people who use various contrivances and tricks to conceal or whitewash their flaws and wrongdoings.

In 2019 the revolutionary advent of social media has now reached its full swing, and 100 percent of all deeds, thoughts, deals, and acts in our lives are public.

In my view, the image of the modern PR (human), homo PR-icus - that is the person who is nonstop plugged into social media - communicates and debates all the time and thinks creatively about how to reach the right people, the right target readers.

In my work as a PR expert so far, there has never been a case in which we have paid even a single cent for media coverage. Not on our behalf, and not on behalf of any of our clients.