So you want a job in PR.  Well, the PR world is changing and this article attempts to predict how.  New tools are introduced everyday for reaching opinion leaders and customers.  You’ll have to change with it.  Interestingly, what’s changing most is how those tools are used.  I only wonder why she didn’t come up with a tenth.  Letterman does it every night.

Click on the headline to access the entire article.

Nine Trends That Will Reshape PR in 2009:

Turning Challenges into Opportunities in Today's Reinvention Economy By Billee Howard, Executive Vice President/Managing Director of Global Strategic MediaGroup at Weber Shandwick

“In today's reinvention economy, our role as communicators is rapidly evolving. We are tasked with finding opportunity through the doomsday prognosis and navigating brands through the murky waters in a way that positions them for success. It's crucial that we have our eyes on both the dynamic changes in our industry, as well as the evolving global business landscape as a whole. This challenge is something we should face head on as communication innovation moves from the end of the supply chain to the initiation process of reinvention.

“Change abounds. And fear pervades. Nothing is gnawingly the same—yet everything remains uncomfortably familiar. Innovating at the speed of the consumer defined yesterday's success. Innovating at the speed of culture will define tomorrow's. As the reinvention economy blooms, its eventual beauty is presently marred by its shocking initial ugliness. No one can see the forest through the trees—so the gloom pervades, leaving necessary restorative optimism in its wake.”