Is PR becoming irrelevant?

Over the past year, I've held two different PR intern positions. I've also interviewed with a few other places for intern or job positions. In doing so, I've often been asked what it is I like about public relations.

My answer is that I like how PR encompasses so many different aspects: writing, crisis communications, event planning, strategic planning, relationship building, media relations and the list goes on. Social media is one of the latest things to be added to the diverse list of PR tools. Social media campaigns are being buzzed about constantly, whether it's Twitter, Facebook, blogs or social media releases and search engine optimization (SEO).

New tools also mean a whole new way of calculating ROI. You can't simply count the number of media outlets that picked up your release or story (not that that was ever an efficient way to evaluate a PR campaign on its own). As PR evolves, so must the evaluation methods. Google analytics is used to monitor site traffic and other details. Comments on blogs are read. The number of followers, friends and fans is counted.

These evaluation methods are only the tip, though.

A lot of what has to be done with social media is to monitor the conversations that are being had about your brand. In addition, you have to be involved in what's going on -- not just by promoting your brand or company but by adding something meaningful to the conversation and engaging with consumers.

You may be asking yourself what the title of this post -- Is PR becoming irrelevant? -- has to do with what I've discussed thus far.

I've read numerous blog posts and articles about how PR tactics and the field in general are becoming outdated. If the PR field is continuing to evolve and develop new methods of communication and evaluation, how is it becoming irrelevant? PR is not at a stand still. With new methods of communication emerging, PR people have the ability to be even more creative with their strategies. Yes, some aspects of PR may be outdated (irrelevant pitches mass-sent to journalists and the days of one-way communication), but new methods are taking their places (viral marketing and company Twitter accounts). As long as PR continues to adapt, it will not become irrelevant.