As Public Relations evolves into PR 2.0, it’s clear that the PR practice of the future will be very different to that of today. We can see the changes taking place right before our eyes: the media landscape is shifting, audiences are fragmenting, bloggers and social contacts are becoming more trustworthy …. the smart PR professional is already adapting: producing rather than just distributing content, “narrowcasting” specific messages to smaller audiences, and communicating with influencers. But in what other ways will Public Relations change? What will PR look like in the year 2050?