Do we need to build professional relationships?

Public relations practitioners are not the best advocates of building professional relationships within their own industry. Why, I can only guess, but have heard many times, I am too busy, not enough time, on a needs only basis...when I need to contact someone for some advice then I know where to go.
This leads me to wonder whether we have gone passed building personal, yet professional relationships and that such online professional sites like LinkedIn have surpassed just catching up for a coffee.
However, as I am now a board member of the PRIA WA Council, I was surprised to find that the LinkedIn site has 177 members. Wow! on seeing this I thought there was a great opportunity to connect with people who act and think like I do. This also includes the sharing of knowledge, case studies and having more opportunities present themselves.
Well, I was and am still surprised that with so many members there were several entries from one or two people over a two year period. Maybe this isn't the right forum for connecting with like minded people. Then what is the answer.
Another online site if people are busy; actually catching up for a coffee or more industry led presentations. I am not sure, but this is one key area I aim to explore during the period on the WA Council.
I don't have the answers, but if you have any idea as to how we provide a place of connection, let me know.

A new season

A new season begins for the diploma of public relations and a new shift from what has been a successful run of students changing to a more blended-delivery.
I believe the world of PR is slowly dissolving into a more blended approach to communication between marketing, social media and PR itself.
The edge of a defining role as a PR practitioner are slowly blurring whereby a communications person has to be able to have a much broader spectrum of capabilities than before.
They have to be across many new and demanding digital enterprises such as Facebook, Twitter, etc without excluding the ability to embrace pictures, images and video. Ahh! the power of the moving image...
So where does this leave the new PR student? ensuring they stay abreast of the new dimensions and expectations of a much wider industry than they first thought they were moving into.
The depth and breadth of communications requires a qualification coupled with hands-on experience will stand the student in good stead for future employment.

But what does this take...passion, tenacity and integrity.

have my current cohort of students have what it takes! Watch this space.