There is a new movement spreading through the PR profession, calling for a reinvention of traditional PR as we know it. Radical PR is trying to get away from advocating the two-way symmetric “normative” approach to public relations because they believe it has too many limitations. It is known that there are many “old-school” PR agencies/departments that refuse to acknowledge, and then make necessary changes, that will update the way they do business.
Personally, I think it’s great that there are people out there challenging our perspectives on communication relationships. So tell me, being apart of this new generation, do you agree that our core PR values have become too focused on ways to promote the interests of the people writing our paychecks? Radical PR affiliates believe that it is evident that PR practitioners form obvious agendas so regularly now, that whenever something new or challenging happens in our profession, its gloves off to protect outdated methods. Do you think this group of committed individuals can really make a difference in our profession? In order for this PR to have a valuable future in the eyes of society, changes will need to be made—maybe “radical” PR is the way to do this.