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”
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
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
• 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
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.
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