Lessons from the 2012 PRSA Conference, Annanberg Gap VII study and observation

1. The communications economy is profoundly changing and
demands new approaches from PR and other professionals

2. The future favours PR
PR budgets are increasing
PR is moving into the C suite
The demand for measurement is on the rise
Bosses will realise their role in communicating reputation

3. Trend #1
Social media is baked into communications.
PR professionals must:
Know the tools
Be ahead of the trends
Mine and manage the data
Create and manage content across all platforms

4. Trend #1
Social media (cont’d)
Use multi-media
Integrate new and old communications
Ever guard reputation

5. Trend #2
Old skills are being refashioned:
Internal communications
Change management
Media relations
Crisis communications

6. Trend#3
The “social” organisation demands PR and other
professionals must
Coordinate more and more information
Model communications and transparency
Synthesize key functions at speed
Lead others into pioneer territory

7. The changing communications economy
demands more of PR and other professionals
Those mastering the change and those
supporting them will win in the new economy

8. Keep in touch
Bob Crawshaw
+61 0401 063 387
bobcraw@webone.com.au
@bobcraw