Conventional is a good fallback position

Conventional is still a good fallback position as the innovation should not replace all successful things. Why the new technology should replace completely the successful existing way of doing things? That’s where there is a direct realism.

However, in order to break barriers in your ideas, you’ll need a new way of perceiving, conceptualising, implementing…things. You cannot limit your ideas with the conventional as to avoid poor performance because the world develops fast and there are always new things which come up every time. Nevertheless, you can come up with new ideas but based on the conventional due to the fact that what you come with should be measured on existing concepts or methodology.

It is nice to think out of the box but that should not always be forgotten the conventional. As Public Relations Practitioners, we should know the basis of each and every aspect of human beings and companies’ areas. So, practitioners should be able to implement new ideas through new technology referring back to the traditional as this constitutes the basis of any development.

I tend then to agree that conventional is a good fallback position in considering the contribution of platforms of the new technology development as new waves can pass but the traditional approach will remain, dixit some researchers.