January 24, 2013

Canadian Public Relations Research Foundation

For immediate release

News release
The near future of Media Relations
Calgary The future of Public and Media Relations has become somewhat uncertain.
With the birth and rise of social media through the Internet, many professionals in the field worry
the way in which we used to get our message across has changed irremediably.
In the communications industry, it is imperative to recognize and understand the role of
social media and the changes that may come as a result of it. The Canadian Public Relations
Research Foundation talked to Media Relations professional Jacqueline Tyler to ask her
perspective on the matter.
Now, the coverage is happening before the story is even finished. Tweets go live even
before the story does. Twitter and social medias (Facebook) role is to tell how and when it
happens, said Jacqueline. For the full story, one needs to tune-in to broadcast or print media
news where the reporter had had chance to evaluate the situation, interview sources and compile
a balanced piece.
Jacqueline Tyler is the Public Relations Coordination for the well-known hairdresser and
businesswoman Eveline Charles. She works for and represents the EvelineCharles salon, spa,
and academy, and manages everything that goes to the media. Tylers objective has been to adapt
to the new mediums of communication and use them efficiently without forgetting the traditional
channels.
While some say that the journalism trade/industry is shrinking [I think] it's just
transitioning, transforming..., said Jacqueline. I wish and hope for a time where the public will
get their daily broadcast news casts through social media and tune into the lunch or evening news
to receive a full-length version on the story, with follow-up.
The internet has taken over the traditional communication mediums. Information travels
faster than ten years ago, and in ten more years it may be the main media channel. We have seen
changes in how practitioners work, how they pitch their news and to whom. Influential bloggers
have as much influence as journalists. Failing to transition to the new means of communication,
will seriously challenge a communicators ability to reach key publics.
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The Canadian Public Relations Research Foundation was created in 1976. Since then,
our work has been to support PR students and practitioners around the country and provide them
with the newest communication tools and materials. Our foundation works along with the
Canadian Public Relations Society and offers memberships for students and professionals in our
field. Our organization has its headquarters in Calgary, but also operates in Toronto, Vancouver
and Quebec.
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