By Martin Waxman

Yesterday I talked about the future of PR and why the industry is at a crossroads.

I touched on the challenges we face, and the choice we must make to redefine and recreate who we are, and what it is we do.

So here goes: I believe community management is the new PR.

I’m not the first to say this.

For several years, Shonali Burke has spoken about how the essence of PR is community.

And if you think about traditional PR, it’s been all about building and engaging a community – in this case media. Creating and alerting them to stories that (hopefully) matter to them.

Helping them. Celebrating them. Working in tandem so they would amplify stories to benefit both of our respective industries. At least that’s how it worked in theory. (more…)