The Evolution of Public Relations (and what the future holds)

Public relations is going to move as the marketplace evolves and be part of all new technologies, according to Bruce McKenzie, Senior Vice-President, Entertainment Marketing, MS&L in a video interview to celebrate 10 years of PR Week (US) magazine.

"The fact that I'm here just shows the evolution of public relations to more communication-based marketing solutions for brands way beyond traditional PR," says McKenzie, who has no background in PR per se but in entertainment marketing.

PR Week Interview:  Bruce MacKenzie on the evolution of PR.

Meanwhile, in the same PR Week series, Porter Novelli's Chief Client Officer, Julie Winskie, says that PR has become much more important to clients -- "We are taken much more seriously...(we're) much more respected at a lot of different tables".

Winskie, who has a background in consumer brand PR, is optimistic about the industry's future. 

She says the future will be "bright and very messy...we're all going to have to be comfortable with chaos in a very, very fluid environment...challenging...it will be much harder and much more fun and ultimately much more rewarding."

PR Week Interview:  Julie Winskie on the evolution of PR.