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The most recent benchmark survey of 1,300 PR practitioners by PR
Week and the PRCA revealed just how different the profession is to
just two years ago.
If I think back even further to the beginning of the
21st century when I sat on the news desk of the
Guernsey Press then it has changed beyond all recognition. The
Channel Islands' few PR agencies (there weren't even enough to call
them a handful) would hand deliver a typed media release and a disc
of photos. The alternative was receiving them via the post or fax
if they came from the UK. The release would usually need to be
rewritten to remove the 'puff' from the first few paragraphs and
bring the story, often hidden at the bottom, to the top.
Now, on the other side of the fence, there is little doubt that
the advent of the internet has revolutionised our industry and is
set to be increasingly important in the future.
'Our census conveys a very clear message - the rise and rise of
online PR is set to continue,' said PRCA CEO Francis Ingham.
The survey showed that online comms was the area that has
increased in importance the most in the past two years and that PR
professionals believe it will be the area that will increase in
importance the most in the next two years. Reputation management
(arguably what PR is all about) ranks as the second most valued
discipline in both the past two years and the next two. Initially
you may not link the rise of online with reputation management but
Kevin Taylor, former CIPR president, says that the digital
revolution has made it front of mind.
'There are now so many ways for audiences to engage with,
comment on and criticise brands, organisations or authorities.
Comments and criticisms go viral in a matter of moments,' he
said.
Perhaps surprisingly, the survey reveals that the area predicted
to enjoy the biggest increase in importance is 'providing
information'. Now I might be missing the point but isn't that
what communications, no matter in what format, is all about?
The survey indicates that the three areas of least importance,
both over the last two years and for the next two years, are: event
planning/organisation, publishing/editing and sales promotion.
The fast changing world we're in means we have to think harder
than ever. There are so many ways to reach our audiences, who
themselves have extremely diverse habits, that we have to keep up
to date with in order to remain relevant.
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