Prevalence and success of reverse mentoring in public relations

"The article by professors Hays and Swanson points out the public relations workplace is changing rapidly and points out practitioners are being warned of the dangers of being "slot to catch on" when many of their clients already are familiar with social marketing technology and request its utilization in communication efforts. As a result, some public relations people turn to younger, more technologically adept individuals for training to bring the experienced professionals "up to speed." This kind of training relationship is among the most common variants of what has come to be known as reverse mentoring. Although little is known about the extent to which public relations practitioners recognize and use reverse mentoring, this article represents a good start for practitioners and scholars alike to start taking a closer look at this interesting phenomenon." [Information des Anbieters]