Pierce Mattie Public Relations New York

With most of the year behind us, we can look back upon our successes and failures and learn what obstacles we were able to overcome and which ones we still struggle with. 2007 has proven to be a year of learning new things and gaining the knowledge to do PR in ways we never thought possible before.

Already preparing for the PR trends of 2008, here are 5 of the challenges that lie ahead for the public relations industry:

1. Learning to navigate a system of disjointed media.
2. Working directly with talent during a time when it seems everyone has a "middle man."
3. Relinquishing generic pitches for something more specific.
4. Becoming transparent in an industry that it not typically known for such.
5. Continued education and involvement in Web 2.0.

Have a challenge you want to add? Be sure to post it in the comments.