Richard Edelman

Public relations mogul Richard Edelman [3] has some thoughts about the future of PR on his weblog. New technologies and consumer habits, he says, are reflected in changing media: Newspaper circulation figures and advertising revenues are dropping, and "every dollar coming out of print advertising revenue for newspapers is replaced by only 33 cents online." The rise of video-on-demand and digital video recording is enabling more and more TV viewers to skip ads. "For public relations professionals, these profound changes in media are both a challenge and opportunity," Edelman says. Among his suggestions for PR pros: "Recognize the influence and credibility of blogs" and attach video clips to "press materials to make it easier for bloggers in consumer technology to create v-blogs." It sounds like video news releases [4], largely the province until now of traditional television, are preparing to invade the blogosphere.