PR Industry Future Relies on ‘Convergence’

In the PR industry, Newhouse Professor Anthony D’Angelo says convergence is a key term for the future. In an article he writes for Nasdaq, he cites convergence on five different axes, and explains how they are changing the ways of PR and communication.

“The professionals in this morphing environment are challenged more than ever to understand these forces and assess what they should change in their own practices, and what should remain the same,” D’Angelo said. “First, we must recognize that convergence is happening on a variety of fronts as technologies, changing relationships, and new ways of doing business are breaking down the walls between disciplines, organizations and audiences.”