The Adaptive Professional:Embracing Change and

Evolving Professional Influence

We continue to strive toward engaging audiences and following the standards set by the communication

professionals who came before us.

Courtesy of Museum of Public Relations

Ivy Lee: “The Public Be Informed”

AGE OF MASS MEDIA

Courtesy of Museum of Public Relations

Courtesy of Museum of Public Relations

AGE OF DIGITAL MEDIA

Courtesy of Museum of Public Relations

Technology and connectivity blurred lines and shifted conversations.

René Magritte, “The Human Condition”

Here’s What We’re Seeing From Recent PRSA Research

René Magritte, “The Human Condition”

Here’s What We’re Seeing From Recent PRSA Research

*Note: Illustrates response options with 33% or more of respondents.

With social media and analytics on the rise, job roles are not only becoming more complex, there is less of a focus on more traditional roles in PR.

René Magritte, “The Human Condition”

There is more focus on these areas:-Social Media: 78%-Measurement & Evaluation: 62%-Branding: 59%-Reputation Management: 54%-Marketing: 50%

Here’s What We’re Seeing From Recent PRSA Research

Industry Experience

Strengths of the Different Communications Disciplines

PR StrengthsBuilding brands, trust and engaging stakeholders

Marketing StrengthsTurning that awareness into sales

Advertising StrengthsMaintaining Awareness

• Improved metrics for all efforts.

• Social media provides feedback loop for reputation management, product development, customer service and media relations.

• Media relations and executive communications can be used as a lead generation tool.

• Integration between Investor Relations and Employee communications drives business strategy, culture and alignment.

Some Advantages of Integration

• Job responsibilities continue to broaden and grow.

• The lines between marketing and communications continue to blur.

• Content creation is a key industry driver.

• Today’s employee needs more than traditional skills.

Organizations will look to freelances to bring experience as needed.

The Industry Landscape

The top three drivers of change on a scale of 1–5 are:

Drivers of Change in the Communications Industry

Source: USC Annenberg 2016 Global Communications Report

Top 10 Industry Growth Drivers

Content Creation

BrandReputation

SocialMedia

InternalCommunications

CommunityRelations

MediaRelations

Measurement&

Evaluation

ExecutiveCommunicationsCrisis

Communications

Issues Management

Top Five Industry Growth Drivers for the Next Five Years

Source: USC Annenberg 2016 Global Communications Report

ContentCreation

CommunityRelations

InternalCommunications

SocialMediaBrand

Reputation

Top Growth Driver

ContentMarketing

• There are 53 million people doing freelance work in the U.S. – 34% of the national workforce.

• People who freelance contribute an estimated $715 billion in freelance earnings to our economy.

The Freelancing Economy

It’s our turn to navigate.

WEF Projections for the TOP 10 SKIlls in BusinessWEF Projections for the TOP 10 SKIlls in Business

Top 10 Skills in Business

Emotional Intelligence and Cognitive Flexibility are the two new skills that will be in demand in 2020.

Worth Noting

Active Listening and Quality Control are the two skills that will drop out of the top ten by 2020.

How important will the following areas of staff skills and expertise be for your department/ agency to achieve its goal over the next five years?

Skills in the Communications Business that will be in Demand in 2020

Source: USC Annenberg 2016 Global Communications Report

Written Communications

Verbal Communications

Strategic Planning

Social Media

Multimedia Content Development

Media Relations

Business Literacy

Analytics

Search Engine Optimization

Research

International Experience

Behavioral Science

Media Buying

• Supervisory Skills

• Business & Financial Acumen

• Consultative Selling

• Project Management

• Ability to Convey a UVP

• Negotiating Skills

What We’ve Heard From Executives in the Communications Industry

“Adaptability will be a huge skill. The communication landscape is changing so

fast, and open-mindedness is essential.”

Adaptability will be critical.

Thank You