FUTURE SKILLSLUBS 5437M: PR IN PRACTICE
DIGITAL PR
LEARNING OUTCOMES
Understand the new skills that will be required for the communicators of tomorrow
Link these skills to relevant trends in digital communications
Challenge/refine/improve
Create the LUBS Future Skills Manifesto
WHAT’S HAPPENING?
#1 CONVERGENCE
http://www.flickr.com/photos/ekarjala/517656319
#2 CONSUMPTION
#3 CREATION
http://www.flickr.com/photos/lomokev/245793477
WHAT DOES IT MEAN FOR PR?
Convergence = THINK differently
Consumption = PLAN differently
Creation = ACT differently
Opportunity AND Risk
…AND FOR PR SKILLS?
http://www.flickr.com/photos/beinshitty/4057368178
#1 HUMILITY
Brands are being held more accountable
Consumers are asking “what can you do for me”?
Balance of power has shifted
Be willing and open to be taught by and learn from your stakeholders
#2 BREVITY
http://www.flickr.com/photos/frankenslut/3768165679
#3 HONESTY
#4 CONNECTEDNESS
#5 RELEVANCY
#6 OBSERVATION
http://www.flickr.com/photos/westrock-bob/3470127478
#7 PARTICIPATION
“So what is the point of all this? The point is, FORGET YOUR BRAND. You don’t own it because it is literally nothing. You can spend all sorts of time and money trying to manufacture public opinion, but ultimately, that’s up to the public, now isn’t it?”
- ‘Leroy Stick’, the man behind @BPGlobalPR
#8 ARTICULATION
http://www.flickr.com/photos/enovember/4145892964
#9 PASSION
http://www.flickr.com/photos/raymklee/5444125818
#10 FLEXIBILITY
OTHERS?
Empathy
‘Findability’
Tenacity
Analysis
Customer service
Perspective
Creativity
Bravery
Trust
GROUP EXERCISE: REVIEW
Review these skills and others
Discuss, challenge and change
Return and make your case
Reconvene in 30 minutes
GROUP EXERCISE: MANIFESTO
10 groups, 10 skills
Discuss the skill – objectives, barriers and opportunities
Come up with a 140 character (including spaces) pledge for that skill for the LUBS Future Skills Manifesto
MANIFESTO
“XXXXX is an essential PR skill of the future because…”
140 characters
15 minutes
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