Every business house whether big or small dreams of becoming famous and featuring in the front page of newspapers and magazines. PR is a very important wing on any business.

Times are changing and as a result PR agencies must keep up and adapt to embrace the new technologies and online trends.

Public relatins professionals must be accountable for the advice that they give to those who pay for their services. If they are resposnible for reputation, then they should be examined on this advice when a corporation misbehaves. Tough new laws could and should put the spotlight on these advisers, too many of whom do not want to be held responsible for corporate ethical standards

PR professionals today are using social media to either supplement or add to their existing strategies, signaling an evolution in the role of PR over the last few years. Public relations specialists were among the first few to understand the power of social media, making them leaders in the social space.

Joined up marketing should be a reality for every type of business these days. And as more companies realise the benefits a joined up approach will bring, PR should be perfectly positioned to play a key part.