The Future of the PR Industry
What People, What Skills
Workstream Brief
• What skills and talent does the PR
industry need to meet the significant
changes occurring driven by the rapid
expansion of digital and competitors and
new opportunities and threats coming from
earned and owned media.
Workstream Contributors
Global Marketing Director
Responsible for integrated marketing of PwC’s intellectual property,
products and services. Has 20+ years in PR, marketing and
communications and in publishing.
Corporate Affairs Director
Global remit, specialising in corporate and regulator affairs in the
retail industry. Comes from a political and lobbying background.
Europe Head of New Media Comms
Has been leading the new media focus for TCCC in Europe since
2004. Prior to that was Communications Manager for Europe.
Specializes in brand comms.
Chief Executive
Who has more than 30 years experience in communications, public
affairs and community relations having worked for media, in the
private sector and for civil society
HR Director Europe
Corporate communications expert recently taking on a regional HR
role. Came from IBM before leading Gambit H+K Strategies
Technology Practice
The opinions expressed on this presentation are those of the individuals
interviewed and do not necessarily reflect the views of their employer
Considerations
•
•
•
•
•
•
•
•
•
Evolution of new technologies
Growth of globalization and mobility
Changes in the workplace
Need to manage operating costs
Abundance of freelance consultants
Advancement of talent from emerging markets
Need for 360 degree marketing
The call for transparency
Impermanency of business planning cycle
Barriers
• ‘PR/Communications’ qualifications and degrees
• Flexibility in the workplace
• Competition from marketing and management
consultants
• The classic agency model of ‘generalists’
emerging boutique offerings
Opportunities
• The advancement of Content Marketing
• Greater connectivity creates opportunities
for dynamic storytelling
• Mobile and digital technologies
Recommendations
• Agency structure to reflect the two speed services
– Fire fighters and ambulance chasers
– Strategists, planners, integration of services
• Accredited qualifications with on-going recertification by 2015
–
Hard-skills, vocational or business degrees, company secretary
• Competency-based recruitment by 2013
–
Diverse workforce offering skills-sets learned across different disciplines and industries
• Agency structure that facilitates career development paths within
specialist functions and larger salary bands to allow for career
progression within specialism
–
–
Insights and analytics, execution and delivery, content and creativity
Reflect in the pricing structure
• New management and leadership skills to motivate, monitor, inspire,
engage and discipline remote or virtual teams
Content Marketing skills and
competencies…
•
•
•
•
•
•
•
•
Business acumen – understanding what drives business value is one of the keys to developing
relevant customer-oriented B2B content.
A big-picture thinker. A single content asset is not the point. Creating connected pathways is
critical. You need someone who can “see” how all of your content will work together and help
create the vision to make that happen in a way that benefits prospects and customers.
An idea machine. New topics and approaches will be needed constantly.
Multi-tasking capabilities. The roles and requirements expand along with the channels in use.
String editorial skills—writing and critical editing—two different skills. Content marketers need both
and that sometimes means the ability to be ruthless with your own work.
A love for research – developing great content requires it.
Digital technology skills and an understanding of the online environment. Comfort with posting
and managing content without IT support.
Organized, with a passion for meeting deadlines. Content marketing requires consistent,
continuous and committed production. It never ends.
Reading List
•
•
•
•
•
•
•
•
•
•
http://www.prdaily.com/Main/Articles/11901.aspx
‘Getting the Balance Right’ Hanson Search/CIPR
https://exploreb2b.com/en/content-marketing-whitepaper
http://www.contentmarketinginstitute.com/2012/05/skills-content-marketing-teams/
http://blog.junta42.com/2012/08/content-marketing-resources/#more-4450
http://uk.iabc.com/
http://www.techrepublic.com/blog/10things/10-tips-for-managing-virtual-teams/266
http://www.prmoment.com/940/the-great-pr-skills-gap.aspx
http://www.cipr.co.uk/sites/default/files/PR%202020%20Final%20Report_0.pdf
http://www.cipr.co.uk/content/policy-resources/students/studyhub/diploma/syllabus