By Sara McKinniss, Account Manager

Ten years ago, I was one of the first people that I knew of that had a CD burner. I thought technology didn’t get any better than that. As I entered high school, I knew technology was changing. I discovered something called text messaging on my parents’ cell phone (you know, the Zach Morris kind…) when I was 14. At the time, I had no clue what it was. I knew things were changing though.

As I went through high school and college, the Inter net started to shape culture and influence communication. Today, as a working professional, I see how technology has charted new territory in communication, especially in public relations.

Because o f changes in technology, the nature of public relations has changed. We’ve reduced our reliance on traditional delivery, and instead, turned to new media. In 2010, technology will continue to influence public relations.

Our braintrust at Wilt PR agrees these ten public relations trends are ones to watch in 2010:

1) Payment for Social Media: Clients want it, and we can show them how to do it correctly. They are willing to pay to be on board with the newest and quickest way of connecting with customers.

2) Interactive Social Media: It’s great to have a voice in social media; it’s even better to create conversations with others. Twitter chats connect professionals. LinkedIn group discussions may help find the best candidate for a job.

3) Integrating Social Media into Standard Media Relations: Look for an increase in story pitches via Twitter. Twitter is a fast, efficient way to reach a reporter especially in cases of breaking news.

4) Less Coverage of Marketing Related News in Traditional Media: Struggling advertising departments will mean less coverage of marketing news. In order to get coverage for a new product release, organizations will have to be savvy and informed about how their product or business can be featured as part of a news trend.

5) Increase in News Readership Among Young Adults: iPhone and Blackberry applications have opened new doors for young adults to have easy access to the news. It’s quick and efficient for the always-on-the-go, twenty-something crowd.

6) Authentic Voices in Spokespeople: Social media is partly successful because it gives a personalized, authentic voice to consumers. As social media gives consumers the feeling of having a tangible relationship with brands, spokespeople will need to take on a more authentic role when interacting with consumers. This means less spin and more honest, straightforward communication (something Wilt PR has always promoted!)

7) Possibility of Libel and Slander Lawsuits in SM: Social media opened new doors and now gives everyone a voice. However, what people do with their voice is another thing. Social media will create a dialogue in the legal arena and is beginning to result in new media law specializations.

8) Taking Bigger Risks: With social media, you increase the risk of sending out messages because they become public. Social media works two ways and feedback is generated as a result of the messaging sent out. While we in communication have always appreciated the model of two-way communication, it is a different world in which we allow this occur in public with the world watching.

9) Small Boutique Firms Will Reign: Smaller, boutique firms that specialize in specific industries will be successful due to the ec onomy. Those agencies with smaller, loyal staffs are able to keep overhead costs low by contracting with freelancers. In smaller agencies, operational efficiency is greater due to team-like environments and direct customer relations.

10) Measurement Will Be Required: Measurement will be required for clients. In this economy, clients will want to see a return on investment on public relations efforts.