Traditional advertising, marketing and public relations is becoming an idea that is rapidly changing and becoming a thing of the past. Many companies both large and small are looking for ways to transition their campaigns to enter the online world and the new media we call the Web. With technologies racing to be the next big thing, companies are having a difficult time keeping up with emerging technology being used in marketing, advertising and public relations. This is a specialized area that cannot be covered by your IT department or anyone else in your operation.

With this new media and the new areas of technology, professionals are emerging to take on this new form of online campaigns. These professionals are keeping the pulse of the emerging technologies and blending those with a company’s marketing message, their advertising campaign and their way of dealing with the public.

When looking to their own group of employees, companies now notice that their current assets do not include a blogger, a podcaster or someone that understand social networks. The only person they seem to find is that intern that happens to have a MySpace page. This is hardly the professional you would give charge to your communication department or someone you would want to give responsibility to produce the voice and image of your company.

People that should pay attention to this area of emerging technology and the people to help manage it are HR professionals, C level employees and their direct reports, small businesses wanting to compete in the larger world and anyone that wants to garner an online presence and stay ahead of their competition. This would also include anyone that wants to be the new leader in the marketing department, the advertising agency or wants to provide their clients or company an edge in the new PR.