The word prose is an interesting one. It used to be synonymous with dull or unimaginative, but now it is associated with well written and thought provoking text or language. It is derived from the Latin prosa meaning straightforward.
With that in mind, welcome to NextGen PRose (Reloaded because we're ready to expand our voice beyond previous internal attempts). We are the next generation of PR; its next generation of pros. We may not be tenured in the profession, but what we lack in years under the belt, we strive to make up in intelligence, passion, vision and a willingness to pick up the torch and further the cause.
No, PR is not dead; PR is alive and vibrant. The talent is getting better. The press aren’t complaining as much and the finger isn’t being pointed as often at those labeled as "junior." Not to be too Covey-esque, but PR is experiencing its own paradigm shift. Traditional or old school PR and its staples—media and analyst relations, press kits and press tours, tradeshows and speaking engagements—while still successful, are having to evolve and embrace innovation. Traditional PR has long been criticized for being behind the innovation curve, but the next generation of PR will require pioneers and not followers.
The bubble burst of 2000 was actually a catalyst to PR’s paradigm shift. While it’s unfortunate that thousands of jobs were lost, particularly in the PR industry, many a journalist would argue that the wheat was being separated from the tares. At the same time, firms and corporations would probably argue that they’ve fielded a more qualified crop of hirees than ever before. This new school of PR is breeding employees who are more technically adept; they’re risk-takers and not afraid of innovation; they’re solution- and ownership-minded; they believe in the good of the profession and are intent on blazing new ground and making a difference.
It is on the crest of this new wave that we add our voice, connecting collective intelligence at the transformational intersection of business technology, media, and PR. Welcome us, embrace us, and join us…or better yet, let us join you in advancing and furthering the cause of something we all believe in.