The Future of PRDavid Phillips 2012

Its after 2015 - What happened in such a short time?• Bloomberg played catchup.

Now, content has to compete with high frequency trading.

• Google Released its search IP. Anyone can create thier own Search engine.

• The traditional media seperates its opperations between editorial and publishing.

• Fast Big Data processing is now driving apps.

• Computer decision making is pretty normal.

http://www.techradar.com/news/internet/google-might-drop-french-media-from-search-results-over-proposed-law-1105783

People do a lot of things

• Manufacturing is changing very fast - 3D printing changed all that.

• Micro electricity generation and nano technology means that embeded 5G wifi and processing is common.

• The story of the sock for Nuno• Meeting people in 3D in a range of locations

tends to be virtual.• A lot of data transfer is done by a near

proximity web which means global bandwidth is huge.

Companies fragment

•PWC, is a lot of small organisation with a franchise.

•Organiations are coalitions now•Once needed huge resources to do

surveys and draw maps... Not it’s public information

•Professional services use software (Lawyers, accountants PR?)

•Maufacturing is getting smaller

Medicine and fashion get cosy

New PR

•Smaller•Bought in service•Much more professional, highly educated.•Much use of software

The practice of PR

•Observe events •Undertake activity from the perspective of

many constituencies, organisations and cultures.

•Identify future, present or past extent of effects

• Monitor activity as it affects objectives or objects

•Put a value on significance

Right content for right people

• Mine the organisation to extract the esscence and unique values.

• Understand the values of the corporate constituency.

• Inside the organisational coalition,• Need to create and use content that suits the

person.• To be able to brief them about the things that

interest them (values) using channels and platforms that are relevant.

• Help with decision making. Right content to engage more than one person from teir mutual perspectives.

Observing

•Monitoring becomes essential and there is a need to keep up with the flow of content that Bloomberg (and others) pushes through the highly automated system.

•Reduce the flow of content to human levels of understanding.

•Use software to extract meaning (get computers to do it fast - but like humans do)

Mass communication (and advertising)•Now it is more possible to create user

specific content.•Mass communication changes•Mas movements are powered by the web

of communication

It is not so frighteneing

• For agenices, the high cost low return work just has to go

• Much more professional (smaller) greater expertise, work in groups of experts

• Global• Work with smaller management teams – as

team member (but only for a short time)• Yesterday we saw PR as a code, an algorithm,

a formula. You saw it first here.• It still needs expertise• There will be a future

Thank youDavid Phillips