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. Europe Head of New Media Comms Has been leading the new media focus for TCCC in Europe since 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 Corporate Affairs Director Global remit, specialising in corporate and regulator affairs in the retail industry. Comes from a political and lobbying background. 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 ‘Getting the Balance Right’ Hanson Search/CIPR