Last Friday, I had the pleasure of attending and speaking about Inbound PR at the IPRA PR Conference for Central and Eastern Europe in Sofia.
I met a number of very successful PR people from all over the world who have built careers in some of the largest companies and PR networks and got to listen to where they thought PR needs to go next.
I'd like to share with you some of my key learnings from the day as well as to agree and disagree with some of the general notion of what PR's biggest challenges are that stood out across all presentations.
Almost every talk during the conference focused on technology.
Technology - PR's Next Frontier
I agree that today's reality not only in the business world but also in our personal lives is underpinned by technology. PR people and other professionals alike have not yet figured out how to handle technology.
Digital still remains a major challenge for communications professionals but the understanding and adoption of tools, software and tech in general is rather low.