THE managing director of one of Scotland’s leading PR agencies will be speaking about the future of Scottish media at a PR conference later this month.
Moray Macdonald, MD of Weber Shandwick Scotland, will be speaking at the DARE Awards, a day-long awards and conference event organised by the Public Relations Consultants Association and taking place a week on Friday in Edinburgh.
In a PRCA media release, Macdonald – who recently wrote an op ed on allmediascotland.com – is quoted, as saying: “The business of news has always been at the forefront of technical innovation. As technology has shifted the very notion of media beyond established boundaries, so the media’s form and function must evolve with it. Reporting has morphed to become commenting, writing has fused with producing – the story lifecycle has become ever-more drawn-out and complex. Failure to adapt could result in your organisation being ignored.
“The presentation will look at trends and provide PR practitioners with ideas about the future of the media and the impact this has on the relationship between journalists, consumers and organisations.”
Moray will be speaking alongside Stephen Waddington, European Digital and Social Media Director at Ketchum; Matt Cartmell, PRCA communications director; and Stewart Argo, media manager, Communications Service, The City of Edinburgh Council.
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