It may sound dramatic, but public relations is no longer fit for purpose. Profound changes in society and communications over the past
decade determine this. Circumstances have undermined the credibility and relevance of a discipline that long-considered itself heir to advertising and first among equals. The expectation of a permanent presence at the boardroom table has evaporated, not least because of a generation of PR folk are mostly under-qualified to take their seats. Urgent reform is now needed. The alternative is to sleepwalk over the cliff.
