For better or worse, technology has changed how we engage with media. And despite the ‘print is dead’ argument, clients of public relations firms still expect to get their column centimetres. So how is technology shaping the lives of media professionals?

The Dot-Com crash showed us that while technology is a great enabler, it should not be implemented at the expense of business principles. Too often, in trying to embrace the latest trend (neknominate anybody?), communication professionals lose sight of doing the basics right and ensure messaging align to corporate strategy.

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