Social media will not replace PR, Burson says

NEW YORK: The closing session of PRWeek's NEXT Conference featured a Q&A session with Burson-Marsteller founder chairman Harold Burson and CA Technologies' chief communications officer Bill Hughes.

NEW YORK: The closing session of PRWeek's NEXT Conference featured a Q&A session with Burson-Marsteller founder chairman Harold Burson and CA Technologies' chief communications officer Bill Hughes.

Burson discussed his depth of experience in the industry and said he sees social media as the evolution of a media process that started with Gutenburg.

“We had television in the 1950s and before that we had radio,” Burson explained. “One of the first forms of media we had was the telephone.”

Burson also disputed the claim that social media is going to replace PR.

“That's a lot of nonsense,” he said. “PR makes use of this device that is extremely effect. Social media supports what we do for our clients and we make use of it on their behalf.”

In advice to young professionals in the industry Burson said the best thing they can do is improve their writing skills.

“The commodity in the scarcest supply today is an ability to write. I would say young people in PR looking to advance their career should learn how to write. There are so few good writers today,” he explained.

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