The PR industry is changing. News breaks faster via blogs, it’s becoming more international, and time to market for clients is condensing. Is this making the role of a PR practitioner more difficult? More technologies to master? More media cultures to understand? Social media to get to grips with?

But at the same time, there are fewer publications to get to know, and technologies like extranets, RSS, even the humble scanner, are taking a lot of the admin out of the PR practitioner’s day, freeing time to focus on consultancy.

So is the job of a PR practitioner getting harder? Easier? Or is it the same – just different?

[For those reading this via a newsreader, there is an AJAX-based poll pasted below which may not appear in this post via RSS. Please vote on the site – thanks].