Constantly things are changing, communication itself is experiencing a renaissance of change, but can we handle it? Detroit, MI – once the center of the motorized world – is experiencing a rebirth from industrial motor plants to hosting international conferences like PRSA International 2008. If this once industrial city can evolve into a  robust and vibrant city of culture and information, then we can learn to adapt our methods of communication.

The programming of the 61st PRSA International conference demonstrates that once traditional approaches of PR are now giving way to a digital world.The first conference session that I will be attending is titled, “Word-Of-Mouth Online and Off: What’s the difference?” The session is going to examine how traditional word-of-mouth sells, the messaging is the same, but how we communicate that message is changing.

Example, in the 1920′s people found out how amazing automobiles were, this was done by talking to people that had one, had seen one or had heard about them from someone else. Now almost a hundred years later automobiles are advertised by word of mouth, on the radio, in newspapers, on social media sites, on television and on the internet. By learning how to evolve messaging we are able to influence our customer base and increase our clients ROI.