摘要：The public relations workplace is changing rapidly. The introduction of new communication technologies, particularly those involving new forms of Internet-based media, is putting many new demands on the industry and those who work within it. In fact, some experts are advising public relations professionals to focus most of their attention on new and developing social media channels rather than on traditional communication media and channels (Zuk, 2009). Public relations professionals are being warned of the dangers of being “slow to catch on” when many of their clients will already be familiar with social marketing technology and request its utilization in communication efforts (Embrace online learning…, 2010, p. 11). Not all public relations professionals are prepared for new technological demands at work. As a result, some public relations people turn to younger, more technologically adept individuals for training to bring the experienced professionals “up to speed.” This kind of training relationship is among the most common variants of what has come to be known as reverse mentoring. Reverse mentoring is not a new concept; it has been applied and studied in the business community for years (Scandura & Viator, 1994). But the use of reverse mentoring has not gotten much attention in public relations, even though it is recognized and generally known to be used by public relations professionals (Guiniven, 2008). Reverse mentoring, defined as a structured or unstructured workplace relationship between senior practitioners and younger less experienced workers,
