In the olden days, public relations was a one-way channel where communication professionals would share information while the public and media would consume it. The channels of engagement were tightly defined and controlled by brands and brand mouthpieces. If X brand wanted it so, well darn-it, X brand got it like so. Suffice it to say, since then, times have changed, the industry has evolved, and the consumer got smarter.

Audiences that were once spoken to are now spoken with.

Channels once controlled by few are now run by the masses.

Ideas once solely created by industry minds, now consider and flex to consumer feedback.

No, none of this means run for the hills. Rather, I beg you, stay in the cities and face, face down, the opportunity we’ve created. Ladies and gentlemen, we’ve seen a shift take place–a major shift–and we should not be afraid of it. In order to trump the days and thoughts of old public relations practice, we must stand up, lead and learn what the present and future bring—

A conversation economy.

Be brave my fellow practitioners. Be brave.

Rachel Wells is the Director of Communications at Architecture for Humanity New York. She also works in business development at the New York office of MSLGROUP. Get in touch with her via email or Twitter.

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