There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amazon target=_blank >Amazon</a>, right now, is more an IT company than Tech Mahindra is. Hyperdigitalization is changing the paradigm of doing business.
Mobile communications mean that it is possible to be on 24/7, and there is an anxiety that the competition will be using speed as a source of competitive advantage. Clients therefore have less time to plan strategy and to consider results. This I think is a shame, but I do not see the pace of change becoming any slower, only faster as 4G networks roll out and communications will not rely on Wi-Fi enabled locations. In other words, we will be able to work in real time from anywhere. The opportunity for the PR practitioner is to be a trusted advisor to the client by keeping focused on the messaging and the media while the client manages their internal processes.