The PR President's plan – Cannes Lions

This year’s PR Jury President Karen van Bergen talks about her plans for the PR Lion

Karen van Bergen is CEO of Omnicom Public Relations Group. In leading that group, she oversees 11 agencies, including three of the top global PR firms in the world: FleishmanHillard, Ketchum and Porter Novelli. She has been at the helm for a year, before which time she served as CEO of Porter Novelli, where she led a significant turnaround over the course of three years. Like all Cannes Lions Jury Presidents, Karen is a true power player and international leader in the communications industry. Her 30-year career working both agency and client-side has brought her into contact with some of the world’s most well-known brands, including McDonald’s, The Coca-Cola Company and Philips.

Cannes Lions caught up with Karen to have a chat about her hopes and expectations for this year’s PR Lion…


CANNES LIONS: What are your expectations for PR Lions 2017, are there any key industry trends that you are expecting to see?
KAREN VAN BERGEN: “I expect to see some great work! I’m so excited to meet my fellow jurors and start to dig into the entries that have been submitted. I’m always inspired by the work that comes out of Cannes, and I look forward to bringing visibility to those organizations, companies and individuals who had a hand in creating this year’s powerful work.
“When it comes to trends and what I expect to see this year, data is a massive trend, and I hope – and expect – to see data become more central to the campaigns submitted, whether it is helping to drive the strategy, inform how audiences are targeted or contribute to improved measurement.
“I expect that “purpose” will continue to be an important element in the work. However, what we need to see is more strategic, data-driven and organic links between the organization and the purpose or cause.
“I look forward to seeing emerging technologies such as VR, AR and AI take a role in campaigns, and I expect that immersive experiences overall will play a greater role. I can’t wait to see how these tools bring the work to life in new and exciting ways. I also expect to see the post-truth era take a role in a particular segment of the work that is submitted.”
CL: How will you approach judging in Cannes? What will you be looking to see in a strong entry?
KB: “As Jury President, there are several things I want to ensure are thoughtfully considered as we undertake this massive task and embrace the responsibility it entails.
“One of those is strong, meaningful measurement. This has been a theme in past years, of course. But I’d like to make 2017 the year we unflinchingly commit to measurement – however un-sexy – with no compromises. Measurement is not about likes and shares or meaningless circulation numbers. It should be about metrics and tangible business results. This is absolutely critical to a winning campaign – no matter how innovative or “cool” it may be.
Along the same lines, I will be looking to see data play a greater role in the work – both in terms of insights to inform the work, as well as outcomes and results. Campaigns should always be grounded in solid research and data that drive the strategy. I have no interest in PR stunts – we are looking for meaty, substantial work that has a purpose.
“Finally, authenticity is something I will be driving the jury to look at critically. It’s an essential element of a powerful public relations campaign, and without it, even the most well-intentioned work can fall flat. Are the campaign messages authentic to the brand and do they resonate with the brand’s key stakeholders? We should have no tolerance for work that is “created for Cannes” and does not ring true to the brand. Work that is truly authentic brings a power that is otherwise unattainable, and delivers a message that resonates and has real, long-term impact.
“Too often in the past, PR has handed off “creativity” to ad agencies. Not anymore. We’ve always had the chops – we just didn’t have the confidence or the swagger we needed to own it.”

Karen van Bergen

CL: How do you define creativity in PR and how has this changed during your time in the industry?
KB:“Creativity in PR is no different than creativity across any of the Cannes Lions categories. And I should add that creativity, regardless of the discipline, should always be informed by and grounded in insights – creativity for creativity’s sake is nice, but won’t lead to meaningful results.
“Too often in the past, PR has handed off “creativity” to ad agencies. Not anymore. We’ve always had the chops – we just didn’t have the confidence or the swagger we needed to own it. In the past several years, this has changed. Creativity has taken a more prominent role in the industry and is something that clients and brands have come to expect from their PR counselors. We’ve seen increased demand for creative directors and agency creative departments are growing dramatically in size. More and more clients are asking for a dedicated creative director on their business – and agencies are insisting on the need for it, given the benefits it provides for the work. I’m heartened to see this, and expect that this will only continue to grow as we see the results that come from a more integrated, cross-disciplined approach.”

Interview with ICCO's Regional President – Asia Pacific, Nitin Mantri

In December 2016 ICCO announced the appointment of 5 Regional Presidents, who represent the recently formed Regional Groups covering Europe, Americas, Middle East, Africa and Asia. 

We chat to ICCO’s Regional President for Asia Pacific, Nitin Mantri, about his new role in the organisation, and his thoughts about the state of the Asian PR market.

You have recently been appointed ICCO’s Regional President for Asia Pacific. What does this mean to you, both on a personal and professional level?

I am excited about my role as ICCO’s Regional President for Asia Pacific because my beliefs have always resonated with the mission of ICCO. In India, I have been working towards setting consistency in standards, increasing the reach of the profession in the country and grooming the right talent.

What are your main priorities as ICCO’s Regional President – Asia Pacific?

My first priority is to increase membership across Asia.  We would like to map an outreach to PR bodies in other countries, with focus on integrating all the regional bodies in the Asia Pacific region. In this regard, knowledge sharing will play an important role in highlighting ICCO’s contribution to the world of communications. We will also provide opportunities to consultancies to share case studies and campaigns from their regions; conduct regular country-specific surveys to understand dominant communications trends; articles and blogs and host seminars to encourage engagement.

We also plan to recognise great campaigns in the regions through a regional awards programme. I hope we can make Asia Pacific the epicenter of PR best practices and award winning campaigns.

What is your take on the state of the public relations industry in Asia Pacific?

In the Asia Pacific region, several economies, particularly China, India and Vietnam, are seeing consumers who have higher  propensity to spend. This, along with social media, has changed  the way consumers want brand experiences. Clients will increasingly look at local knowledge and consultancies that can engage through meaningful and creative content. The key is to provide integrated offerings that  result in emotional and shareable campaigns on behalf of clients.

Therefore, PR consultancies are refreshing the way they hire talent, look at creativity and are enhancing their services from digital to data analytics.

Why did you get into public relations?

PR is in my DNA. Had it not been for a good friend suggesting PR as a career many years ago, I may not have entered the profession. The power to influence perception through creative engagement is what gives me the high.

In ten years’ time, what do you think will be the biggest change in the global communications industry?

Ten years is a long time 😊. The pace at which technology is changing and impacting the communications industry, it is difficult to predict the biggest change that will take place in the PR industry in 10 years. In the last 20 years from being prolific, today newspapers are struggling to figure out how to stay profitable with social media platforms giving us the freedom to engage directly with audiences. With each passing year, the way we communicate will change, but no matter what the future holds, the basic principles of PR will remain the same. PR will continue to tell a good, compelling story that informs, educates and inspires people, just the channels we use to communicate will keep changing. Of course, digital communication and content-driven campaigns will continue to drive growth in the PR industry in the years to come, with evolved versions of Virtual Reality (VR) and Augmented Reality (AR) coming of age.

 

 

 

Lord Bell joins the ICCO Hall of Fame

The International Communications Consultancy Organisation (ICCO) is pleased to announce that Lord Bell, former communications advisor to Margaret Thatcher and Founder of Bell Pottinger and Sans Frontières, has been selected as an inductee into the ICCO Hall of Fame.

Introduced in 2003, ICCO’s Hall of Fame represents an exclusive recognition of the exceptional progress its members have made towards the internationalisation of the public relations industry.

Francis Ingham, Chief Executive of ICCO, said: “ICCO’s Hall of Fame is our pantheon of PR legends -and inviting somebody to join it is our way of acknowledging and thanking those who have shaped our industry. Tim Bell created modern PR. He elevated our work from the peripheral to the very heart of every organisation’s endeavours. So we are incredibly proud that he today joins the ICCO Hall of Fame.”

Other recent inductees include: Karen Van Bergen, Chief Executive Officer, Omnicom Public Relations Group; Jack Martin, Global Chairman and Chief Executive Officer, Hill+Knowlton Strategies; and David Gallagher, President, Growth and Development, International, Omnicom Public Relations Group.

The award presentation and drinks reception will take place tonight (13th April 2017) at Ellwood Atfield Gallery from 6:30pm.

PRCA members and partners are welcome to attend.

For more information, please contact charlene.corrin@iccopr.com.

Two PR industry leaders honored with Hall of Fame in Turkey

The Communication Consultancies Association of Turkey (İDA), aimed at accelerating efforts to improve the perspective of the public relations profession and to enhance the discipline, has introduced the IDA “Hall of Fame”, based on the ICCO Hall of Fame. The first industry leaders to be inducted into the İDA Hall of Fame are Meral Saçkan and Salim Kadıbeşegil, following a ceremony on April 4th.

A number of senior executives from the business community, representatives of leading non-governmental organisations in the communications sector, and academics participated in the İDA Hall of Fame ceremony, as well as İDA Board of Directors, the Chairpersons and Vice-Chairpersons of the member companies.

İDA President Ergun Gümrah said: “It is significant for everyone to be recognized when alive. We attach importance to the Hall of Fame not only for appreciating the value of these people but also for inspiring their colleagues for similar achievements. This ceremony is also a sign of respect for our profession, maintained by many companies in Turkey at international standards. ”

Meral Saçkan, Founder and Chairperson of MPR Communication Consultancy, is one of the five founding members of PRCI / ICCO – Turkey and also the first president of İDA. Saçkan, regards the discipline of public relations in Turkey as the secret weapon of marketing communications. Being one of the forerunners of ‘Marketing PR’, Sackan is among the ‘pioneers’ of the industry through her contribution to the establishment of international professional and ethical standards in our country, application of international measurement criteria, development of national professional organizations and the academic world.

Salim Kadıbeşegil, the founder of the ORSA, understood orientation of the global communication industry; helped the industry recognize international service standards and played a leading role in this field in Turkey. Kadıbeşegil introduced the method that represents the “strategic communication” concept as a discipline in the communications sector and adopted the “reputation management” approach to the business world. Kadıbeşegil, who made great efforts for the establishment of the PRCI and then İDA, continues to contribute to the sector with his articles and practices.

The ICCO Hall of Fame was launched at the ICCO Global Summit Berlin in 2003. Honorable individuals who contribute to the development of PR discipline and enhancement of its reputation in Turkey through their achievements, while inspiring PR professionals and playing an important role in development of the sector in international and local level are inducted into İDA Hall of Fame. The inductees are determined after evaluation of the İDA Board of Directors based on Hall of Fame criteria. The tradition started with the “Honorary Prize” submitted to Betül Mardin and Alaeddin Asna in the 10th Anniversary Ceremony of İDA; and will continue with the Hall of Fame body as of this year.

 

About Communication Consultancies Association of Turkey (İDA)

Representing the companies in Communications Consultancy sector and bringing the leading companies of the sector together, the Communication Consultancies Association of Turkey (İDA) is the Turkey branch of the International Communications Consultancy Organisation (ICCO). The aim of Communication Consultancies Association of Turkey (İDA) is improving, expanding and increasing the reputation of the public relations sector which the member companies operate in; increasing awareness in the sector against unfair competition, informal activities and unethical acts; ensuring that the companies receiving service from the sector to have access to accurate information about the sector; and ensuring that the members act jointly without damaging their solidarity and competitive environment while facing the problems of the profession and the market, to set an example by observing the international service standards and codes of conduct, and to increase their service quality by increasing their professional performance and management skills.

 

For further information pleace contact:

Pelin Çoban Polat – pelinp@ida.org.tr

ICCO Summit 2017 to be held in Helsinki, Finland – Call for speakers now open

ICCO, the International Communications Consultancy Organisation, is pleased to announce that this year’s Global Summit will take place at Finlandia Hall in Helsinki, Finland on 5th-6th October.

The Conference Chairperson is ICCO Vice President Elise Mitchell, CEO of Mitchell Communications and Dentsu Aegis Public Relations Network. The theme for the event is ‘Innovate | Engage | Evolve : Leading in a transformational world’.

“This is one of our industry’s most important conferences as it offers a unique combination of global perspectives, leading-edge thinking and networking opportunities. The take-aways from the Summit are both practical and thought-provoking, positioning us to help our clients and agencies achieve better results”, said Mitchell.

MTL, the Finnish Association of Marketing, Technology and Creativity, will be the event host, after winning the bid against other ICCO national PR associations.

Sari-Liia Tonttila, MTL and ICCO Board member said: “We are truly honoured and pleased to welcome the world’s PR industry leaders to startup-driven Helsinki to hack the PR business on Finland’s 100th anniversary. Gamification, artificial intelligence, virtual reality and robotics are just the start of the tech storm. We embrace the fact that data-driven communications, analytics and algorithms can be our best friends and advocates. Among the global communications professional network we also need to address the increasing emotionalism and infowarfare in global social networks.”

The ICCO Global Summit is an annual two day gathering of senior PR and communications practitioners from around the world. Keynote presentations, insightful panel debates and networking events focus around PR industry challenges and innovations.

CALL FOR SPEAKERS

A ‘Call for Speakers’ is now open for the ICCO Global Summit 2017, with a deadline for applications on Friday 12 May. To apply to give a presentation or curate a panel discussion at the Summit, please download and complete the application form at the link below, and return it via email to ICCO General Manager, Charlene Corrin: charlene.corrin@iccopr.com.

Download application form: www.iccosummit.org/call-for-speakers

 

About ICCO:

The International Communications Consultancy Organisation (ICCO) is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations operating in 49 countries across the globe in Europe, Africa, Asia, the Middle East, the Americas and Australasia, as well as agencies and networks with an international agenda. Collectively, these associations represent over 2,500 PR firms.

www.iccopr.com

Measurement in PR and Communications not an option! – International leaders in key debate at Bangkok conference

International leaders are to taking part in a major debate to make “measurement a must” for public relations and communications programmes.

The session will be a highlight of the Global Summit on Measurement, in Bangkok in May, organised by AMEC, the International Association for Measurement and Evaluation of Communication

Francis Ingham, PRCA Director General & ICCO Chief Executive, will take part in the special session, called Measurement and the PR and Communications Professional – why measurement should be non-negotiable.

It will also involve top international speakers from China, India, the United States, Hong Kong, the Middle East, Australia, UK and US.

Richard Bagnall, Chairman of AMEC, said: “We are hoping this special session in Bangkok will give us a further kick-start and prompt people to realise that measurement in public relations is not an option, but an absolute necessity.”

ICCO members can register for the Global Summit at a 10% discount on this link. AMEC is also offering a two-day price for the AMEC Global Summit (without a pass for the AMEC Awards dinner) at £525. The price includes:

  • Admission to all Global Summit sessions on Wednesday 17th and Thursday 18th
  • Networking break refreshments and lunch on each day.
  • Complimentary drinks at the end of the Thursday 18th
  • Download access to speaker presentations.

Booking link:

Already delegates have booked from 24 countries to attend the Global Summit in Bangkok on May 17/18. Over 50 speakers will take part.

Speakers at the Global Summit include representatives from Huawei Technologies, GE South Asia, GlaxoSmithKline, Citigroup, Microsoft, American Express, Lenovo, as well as speakers from the UK Government and the Singapore Government.

Accommodation can be booked on this link.

 

About AMEC

AMEC – the International Association for Measurement and Evaluation of Communication – is the world’s largest professional body for communications research, media intelligence and insights with more than 150 members in 86 countries.

 

For further information contact:

Barry Leggetter

CEO, AMEC

Mobile: +44 7748 677504 or +44 1268 412414

barryleggetter@amecorg.com

Laura Boldrini, President of the Chamber of Deputies of Italy awarded with the Assorel 'Career Award'

Rome, March 2017 – The President of the Chamber of Deputies of Italy, Laura Boldrini, met Assorel’s delegation, which awarded her with the ‘Career Award’. The Association acknowledges the commitment and consistency shown by the President in underscoring the social function of communication, which is to support people in difficulty. She has successfully drawn the attention of governments worldwide to highly critical topics, such as the right to access food, defence of refugees, management of migratory flows and equal opportunities for men and women.

“Communication is effective when you place your interlocutor in the shoes of the subject, whose needs you represent. Regarding the refugee emergency and immigration, our Country is experiencing it with a feeling of insecurity that is not justified by data. Fear must be respected but there are people who fuel it with instrumental propaganda”, said Laura Boldrini during the interview with Filomena Rosato, President of Assorel.

The meeting offered the opportunity to discuss the topics of ethics and ‘fake news’ disseminated by companies, institutions and communicators, or news that is misreported during the journalistic information process. President Boldrini has repeatedly requested media to accept their responsibilities underlining the role of professional communicators and PR firms. The trend topic #bastabufale (stop fake news) launched by Laura Boldrini and supported by Assorel has collected 18,000 signatures in one week, to make citizens aware of the problem and to provide them with the tools required to take action.

“We wish to thank President Boldrini for having invited Assorel in supporting her presidency on such crucial social, cultural and political topics”, said Filomena Rosato, President of Assorel. “It is an important sign for institutions to acknowledge the growing importance of corporate communication for civil society and social relations, an encouragement for specialised professionals to ensure professional reliability and transparency.”

Assorel has confirmed its commitment to involve communicators, in partnership with the media, to uphold the principles of transparency and correct information, and thus promote the interests of both professionals and the market. Moreover, it has also emphasised that a specialised association can become a key player in defending the profession’s culture, backed by the world of information, schools, universities, social networks and companies in following a common practical approach to this urgent topic.

ASSOREL Press Office

Tel. +392 70100704

ufficiostampa@assorel.it

www.assorel.it

ICCO and Romanian PR Association establish cooperation

ICCO and the Romanian PR Association (ARRP) have decided to develop professional relations at a meeting between ICCO President Maxim Behar and the Romanian Association Board in Bucharest. Behar met the President of the Association Gabriel Paslaru, as well as his deputies Camelia Spataru, Catalin Hosu and Laura Constantin and made a presentation in front of more than 50 local PR professionals on modern PR and social media influence.

Maxim Behar said: “It is a great honor to meet for the first time my Romanian colleagues. I can say that they are very experienced and knowledgeable professionals and the market is very well developed. The meetings I had in Bucharest made me think that the Romanian PR Association will be a valuable ICCO partner and member and for sure this will be a very valuable win-win cooperation.”

Gabriel Palsaru said: “We are very glad that we had fruitful meetings with Mr. Behar and they encouraged us that our partnership with ICCO will be very beneficial for our members. We will discuss in our Board potential application for full membership in ICCO and hope it will increase the level of PR business in Romania, give us access to the best expertise in the modern business and opportunities to, in turn, share our knowledge with professionals from all over the world.”

During his visit, the ICCO President was also received in the Cotroceni Presidential Palace by the spokesperson of the Romanian President, Mrs. Madalina Dobrovolschi and presented to her the latest ICCO achievements as leading global PR organisation.

About ICCO:
The International Communications Consultancy Organisation (ICCO) is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations operating in 49 countries across the globe in Europe, Africa, Asia, the Middle East, the Americas and Australasia, as well as agencies and networks with an international agenda. Collectively, these associations represent over 2,500 PR firms.

About ARRP:
Founded in 1995, the Romanian Public Relations Association was created to build stronger the family of communicators in Romania. Today, it brings together both seasoned specialists who set the foundations of the profession in this country, and young professionals in the early stages of their careers. Since 2012, ARRP started to expand by inviting in its membership not just individual communicators, but also communication agencies and departments within companies, convinced that in so doing it grows more powerful and the interests of its members are served better.

Top 10 social media trends for 2017

Article by Danny Whatmough, Head of Social, EMEA at Weber Shandwick

The pace of social media change is perhaps the biggest cliché in our industry. As with many clichés, it’s also true. But as well as paying attention to the new tools arriving at speed, we must also regularly step back and assess the broader trends that social media innovations point towards.

So here are my top ten key trends in social media. Some are more macro, some less obvious. But they all give a sense of what we as marketers, and the businesses we work for, should be focusing on in 2017.

The social media identity crisis

In the early days of social, it was all about engagement. Then networks realised they also needed to make money, and paid social/social as a direct response channel took off. As brands now find themselves juggling both, this year we need to look afresh at the way we approach social to better manage the two aspects.

The death of the silo

Social is no longer responsibility of the marketing team: it impacts every part of a business, from HR and product development to customer service and employee engagement. The role of the social media team therefore needs to pivot from being seen as a marketing function, to one that prioritises innovation across the business and acts as a collaborator and integrator.

Immersive social experiences

A trend that just keeps on giving. As the race for attention intensifies, the need to provide social experiences that grab an audience is at its peak. The year of video has come and gone and pure video alone is now not even enough: see the rise of formats such as Facebook Canvas, Live 360 video and Stories (on every channel!).

Messaging apps at tipping point

Monthly active users for messaging apps have surpassed that of social networks. Facebook in particular is going all-in on developing Messenger. But if you really want to see where all this is headed, take a look at the sort of features and functionality that Asian audiences enjoy on platforms such as WeChat. While Europe’s social ecosystem is much more fragmented, it’s still clear that messaging has plenty of scope for evolution.

The battle for live

Facebook and Twitter are both going all-out to be seen as platforms for real-time content. The question for brands to ask is whether something really justifies being live versus pre-recorded. And there are still plenty of reasons why the latter is often the more sensible option.

Transparency in metrics and measurement

Last year, questions were raised around accurate metrics from third-party sites on the average view times of videos. As more money pours into social media marketing, scrutiny around metrics – from viewability and bot traffic to ad blockers and attribution – will only intensify.

Automation and AI

Social media is no stranger to automation; algorithms and analytics have featured automated processes for many years. But as automation intensifies – from driverless cars to drone deliveries and innovative retail concepts like Amazon Go – the question for brands and businesses will be where to draw the line between automation and human interaction.

Data-driven social

Adobe estimates that 72% of the US display market is likely to be programmatic during 2017. Data has the potential to transform social from a “spray and pray” tactic into a highly-targeted vehicle for reaching the right audience with the right message. And yet, too many brands are still relying on broad targeting based solely on data held by the social networks. I’d encourage brands to begin experimenting with how they can use their owned data as well as data from third party sources to improve their social media activity and impact.

Authenticity of social voice

Authentic opportunities to engage audiences will become important this year. Influencer marketing is one option and will certainly continue to see growth, and I also think we’ll see an increased focus on employee advocacy as a channel.

The slow death of always-on

Always-on has been the bedrock of social media marketing for years. But the power of this approach is diminishing. The need for paid support, combined with the need for high-quality content, means that less is definitely more.

This, along with the other nine trends, challenges businesses to really think about the value that social media can add to their business and the value they can bring to their audiences through social.

Then we’ll really see the power of social media.

In conversation with ICCO's new Regional President – Europe, Juergen Gangoly

In December 2016 ICCO announced the appointment of 5 Regional Presidents, who represent the recently formed Regional Groups covering Europe, Americas, Middle East, Africa and Asia. 

We chat to ICCO’s new Regional President for Europe, Juergen Gangoly, about his new role in the organisation, and his thoughts about the state of the European PR market.

1. You have recently been appointed ICCO’s Regional President for Europe. What does this mean to you, both on a personal and professional level?

To be elected by the European members of ICCO and to represent them in the region is a big honour, but also loaded with lots of visions, expectations and – of course – work. So far, during almost 10 years as an ICCO board member, I could contribute to the development of ICCO and also learn a lot. I am very grateful for all these experiences, cooperation and personal friendship within ICCO. Over all, that’s a good foundation to jointly further grow ICCO and to strengthen the representation of the PR industry on regional and international level.

2. What are your main priorities as ICCO’s Regional President – Europe?

A quite ambitious working program has been developed. Together with the board members and other colleagues in our member organisation, we strive to further grow our successful existing events, projects and our membership base. Further on we plan to develop new projects in areas such as training & education, business ethics, quality standards and guidelines. To make Europe’s PR industry better heard and to set-up regular contacts with governmental and public institutions in Europe is an important task for the years to come. And last, but not least: cross-border business facilitation, new member services and a cross-border expert and agency database are on the wish-list of our members and on our agenda.

3. What is your take on the state of the public relations industry in Europe?

Decision-making structures, the economy and our societies in general are changing rapidly at the moment – and it’s more and more all about professional and efficient communications. Good for us! The PR industry should and could be the innovative front runner of all communications disciplines. We have the experience and qualifications to contribute to society and to the business success of our clients at the same time. The PR industry can heavily benefit from the actual developments in technology and public media reception, but we must put even more focus on measurable results, creativity and quality in execution, business ethics and talent development.

4. Why did you get into communications?

Originally educated as inter-cultural trainer and youth social worker, I started in and with professional PR to communicate NGO projects and educational programs almost 25 years ago. For me, it’s always been about having the opportunity to better explain complex issues and to contribute to society. To help clients from all sorts of backgrounds and to influence – or even change – public views and behaviours fascinated me from minute one in public relations – and it still does.

5. In ten years’ time, what do you think will be the biggest change in the global communications industry?

Anybody who pretends to be able to look that far in the future has not arrived in the present yet. Change, ever faster change, will be the only constant driver of the PR industry for the foreseeable years to come. Our biggest challenges will probably be the continuous losing of established partners in traditional media and public institutions. They will be replaced by new forms of content generation, other influencers, new – hopefully – democratic structures and modern, more participative forms of decision-making. All this will definitely make professional and strategic communications faster, more personal, more technical, more efficient, but also far more complex. Overall, a great business and working area for experts and for the real “communications architects” in PR.