One of the many changes to have come about in the world of public relations over the past few decades which may come to a surprise to many is the fact that most PR teams are now smaller than they were in the past. During the period referred to by many as “The golden age of business”, public relations teams were booming with new business, and for the first time having a PR team was considered to be a standard practice for any serious company. In those days, PR teams were composed of many professionals from all areas of business and media. It wasn’t uncommon to have a PR team with full time reports, TV channel representatives and radio hosts. There were also members of the PR team from the legal area, and those from public image. The average PR team representing a medium size company in the 1950’s may have had up to twenty people working on it. Not only were the teams much larger, the teams almost always worked exclusively for a single company. The PR team was a kind of full time hire for the company for which it worked. Today, PR agencies like, www.dovetailsolutions.com, are common examples of how much the industry standards have changed for size. The modern day public relations teams might have as few as three people working for one company all the time. Modern PR uses the recourse from different areas only when it needs it, so the companies don’t get left spending a fortune for the PR services they need, and the PR teams are freed up to take on more clients. The smaller PR teams of today are also better in the way they operate without the whole world knowing about it. The school of thought within the public relations industry today is to step lightly and leave as little trace as possible.
Modern PR firms are likely to be true masters of social media outlets. The need for PR people to be able to influence social media sites has reached dizzying heights today. More companies than ever have been the victims of false campaigns aimed at dragging their name through the mud; campaigns which were launched through social media sites. Many big companies lost small fortunes at the onslaught of the social media attacks, as at the time they didn’t have people working for them who could combat the issue. Today’s public relation companies devote a ton of their time and talent to becoming respected voices in the social media area, just in case there is an attack made on them from that outlet. In general, PR firms have started to include more and more online experts, as the need for more experience on the web has been growing quickly over the years. There are even some PR firms which work exclusively through online channels in order to execute the public relations campaigns that their clients need. As technology changes, the world of public relations adapts to it quicker than the eye can see.