With the rapid changes in the communications landscape, including the technologies that enable/mediate communication, the skillset and job description of the PR practitioner is often in focus. More technical skills are in demand and more focus is on measurement and evaluation (so research and critical thinking). None of these point to PR being a management function but rather to an efficient and effective function, an accountable function, a responsible function, an agile function…

In my conversation with Thomas Stoeckle, I explain why I think that especially in a digital environment, the PR practitioner’s focus should be on getting the job done and not on becoming a management function.

What do you think?

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