Learn about two tools emerging as vital to PR from one of the world's most renowned futurists. Trends for the Near Future presented by Marian Salzman at Havas Cafe at the Cannes International Festival of Creativity
29. Religion
Then: Religion was declining
Now: Religion is the subtext of red vs. blue
Next: Modern forms of orthodoxy fill the void for many
30. Then: Consumers were loyal
Now: Consumers have discovered the joy of
sex with multiple “partners” (brands)
Next: Marketers seek monogomy in millennials
31. W men
Then: Women cooked the bacon,
and maybe brought it home
Now: Women bring home the bacon, fry it up,
then go back to work in their home office
Next: Women bring home the bacon, and more
and more men will put it in the pan
41. Finance
Then: Dull angst over savings
Now: Financial insecurity, rising
costs of healthcare; where did
my pension, life savings and
retirement plans go?
Next: Work until we die
42. Nuclear Then: Nuclear annihilation as fear
Now: Renewed hopes for nuclear energy
Next: Nuclear errors
43. Cyber-Privacy
Then: Fear of Internet piracy
Now: Hope for Internet privacy,
fear of everything being
made public or hacked.
Next: Cyberpadlocks
44. Institutions Then: Our institutions have failed us,
mistrust of corporations and
investment firms (Enron, Tyco, Madoff)
Now: Clawbacks
Next: Radical transparency
45. Corporations Then: Corporate greed
Now: Occupy movement
Next: Backlash against the wealthy
corporate executives themselves
46. Pets Then: Blended puppies
like
labradoodle became chic
Now: Invent your own blended puppy
(aka designer mutts), with owners
sampling the DNA of the dogs
Next: Pets being cloned to live forever
47. Gender
Then: Women on top
Now: Christian Grey puts men on top
Next: Power struggles to be on top
48. Green
Then: Only hippies were green
Now: Everyone is tired of everything green
Next: Green goes beyond mainstream the
power of (more than) one
49. News
Then: News broke by coming to
attention of the nearest
wire service
Now: News breaks by coming to
the attention of someone
with a Twitter account
Next: • • •
50. Looking forward:
Newscrafting
the futureFor brands and causes, the essential value of
public relations is increasingly coming from its
ability to master the changing forms of news as
traditional and social media intertwine. PR firms
have a massive opportunity to go way beyond
the old practice of pitching the news to become
masters of newscrafting for our clients—a mix
of putting out routine news in more compelling
ways, creating news opportunities and coattailing
relevant breaking news.
51. Real-time newscrafting
We’re all making news as we’re consuming it, and this leads to an
adrenaline-rushed world where all news seems to be breaking—
even if it’s hard for everything to be happening simultaneously,
in a frenzy, with epic implications for the masses.
We’ve also all become narrowcasters, sharing the news we care
about with the people we touch: our fans, friends and followers.
We call this mycasting.
The multiplicity of “my” viewpoints being heard
on new channels is impressive.