From the advent of the radio to the rise of internet-based digital technologies, the PR industry has always been quick to adopt and perfect new technologies. However, a new survey from USC finds many communications experts are concerned about the future.
Slightly more than 60% of PR professionals predict that future communication technology will cause the average U.S. citizen to become more engaged, but also that much of the engagement actually will be based on misinformation.
The lesson: The world may feel very polarized now, but the worst is yet to come. And that lack of trust in information will challenge a new generation of PR practitioners whose job it is to help connect organizations with the public in meaningful ways.