I think a good discussion topic for an upcoming episode of FIR would be the challenge a rapidly evolving communications environment presents for Professional Certification. It seems to me that, since the advent of social media, the practice of PR has changed so substantially that certifications received as recently as 5 years ago are no indication of competence in contemporary skills.

Changes to the media system and the end to the news cycle. The integration of digital, marketing and paid advertising. The need to master new measurement systems. In this rapidly changing environment, isn't certification doomed to always be a "rear view mirror" exercise?
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