From salaries to social media, the PR industry is being redefined

Of all the special reports that PRWeek publishes throughout the year, one of the most popular is the Salary Survey.

Of all the special reports that PRWeek publishes throughout the year, one of the most popular is the Salary Survey. Given that everyone is eager to know how they compare with their colleagues as far as compensation, this is no surprise.

But more importantly, the piece provides a picture of the overall mood in the PR profession - whether it's about workload, pressure to perform, or future employment prospects. This year, what the PRWeek/Bloom, Gross & Associates Salary Survey results and accompanying article show is echoed throughout this month's issue: There is a "new normal" for the PR industry to embrace.

For job seekers, employees, and employers, this means the recession has forced a reset in terms of client spending, salary expectations, and workload. This, of course, accompanies a redefined description of PR professionals' jobs.

As Molly Schonthal, social media communications for Nokia, noted during the digital roundtable, "Social media will become less of a competency and more just a way of doing things."

The corporate analysis shows that this "new normal" means that corporate press sites are no longer just for the press, but are actually another opportunity for companies to offer information that will inform and engage consumers.

While the definition of what's expected from those in the PR industry has changed, some things remain the same. As Michael Kempner, CEO of MWW Group, noted in the Salary Survey piece, "Ultimately, the only person who can fire you is you. If you work hard and produce, there are opportunities."

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