Guest editor Kevin Overbury welcomes you to Behind the Spin Issue 13...
Just a year ago – certainly two – few PR professionals would have really known what was meant by the terms blogging or RSS feeds or podcasts. They might have prided themselves of knowing about “new media”, but by that they probably meant websites, or email, or for the really adventurous the ‘listen again’ options on the BBC website.
Now what we might call the “new new media” words are entering the industry’s consciousness. More and more PR professionals are recognizing that they need to learn, and learn quickly if they are to provide clients with a genuinely comprehensive service.
Indeed three conferences on blogging and new media hosted by Sunderland University attracted a large number of PR professionals eager to learn. This issue contains a series of articles about blogging, podcasting and citizen journalism and a host of other new ideas to bamboozle the technologically illiterate. They are written by the people who will be tomorrow’s mainstream PR practitioners – students and graduates to whom the new media is just part of the way life is.