The changing role of public relations

There is no doubt that web 2.0 is changing the traditional role of the public relations practitioner.

In the past, PR was all about creating press releases and finding novel ways to get information into the public domain through the media or events etc. In fact for many, PR stood for Press Releases rather than Public Relations, and PR companies could get away with very junior writers who churned out press releases in the background to be spammed to journalists in the hope that they would appear in print somewhere.

These days our relationships with the world are much more directed. Companies need to manage their relationships directly with their audiences, not through disseminated one way messages in third party channels, but through conversations; bilateral, and in some instances multilateral flows of information and knowledge directly with the audience.

Digital curation in the past has been about the selection, preservation, maintenance and collection and archiving of digital assets. It is the process of establishing and developing long term repositories of digital assets for current and future reference.

Assets are what an organisation uses in order to generate revenue, they may be people, material, buildings or brands.

Today one of the most important assets an organisation can have is its relationships. In an attention deficit world, the most effective way to get people’s notice is through trusted relationships. Relationships become trust filters for sifting through what is valuable to know and what should be ignored. So the concept of digital curation is extending beyond the management of the website and social media pages into digital relationship asset creation and management.

It is no longer the job of just one person in the organisation, but in high performance organisations it is the job of everyone in the organisation.

About Digital Bridges

Digital Bridges creates high performance organisations by unlocking the business value of the web. We create digital strategies, user requirement and functional specifications for Intranets, websites and web applications. We also develop and implement social media strategies and create powerful digital brands using eMarketing and Communication and manage brand conversations with consumers.

Digital Bridges approaches the web from a management consulting position and relies heavily on rigorous academic thinking as well as business experience. It is headed up by Kate Elphick who has a Law degree and an MBA from GIBS. Kate has spent the last fifteen years of her career on the business side of the IT industry with companies such as Datatec, Didata, Business ConneXion and Primedia.

Digital Bridges has a broad range of experience working with significant, successful clients in the Financial, Gaming, Tourism, Pharmaceutical, ICT, Legal, Airline, Professional Services, Media and Public Sectors.

To find out more about Digital Bridges, please visit or contact Kate Elphick on


1 Comment

Filed under Blogging, Business, Digital Communities, eMarketing, Enterprise 2.0, Semantics, Web 2.0, Web Marketing

One response to “The changing role of public relations

  1. Pingback: Unlocking What The Movie The Passion of Christ has Not Told Us – The Truth About Jesus Christ And His Suffering For Us All | Images of Jesus Christ

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