PR in Practice: Future Skills

FUTURESKILLSLUBS 5437M: PR IN PRACTICEDIGITAL PR

LEARNING OUTCOMESUnderstand the new skills that will be required for thecommunicators of tomorrowLink these skills to relevant trends in digital communicationsChallenge/refine/improveCreate the LUBS Future Skills Manifesto

WHAT’SHAPPENING?

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#2 CONSUMPTION

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WHAT DOES IT MEAN FOR PR?Convergence = THINK differentlyConsumption = PLAN differentlyCreation = ACT differently Opportunity AND Risk

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#1 HUMILITYBrands are being held moreaccountableConsumers are asking “what canyou do for me”?Balance of power has shiftedBe willing and open to be taught byand learn from your stakeholders

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#3 HONESTY

#4 CONNECTEDNESS

#5 RELEVANCY

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#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

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OTHERS?Empathy Perspective„Findability‟ CreativityTenacity BraveryAnalysis TrustCustomer service

GROUP EXERCISE: REVIEWReview these skills and othersDiscuss, challenge and changeReturn and make your caseReconvene in 30 minutes

GROUP EXERCISE: MANIFESTO10 groups, 10 skillsDiscuss the skill – objectives, barriers and opportunitiesCome up with a 140 character (including spaces) pledge forthat skill for the LUBS Future Skills Manifesto

MANIFESTO“XXXXX is an essential PR skill of the future because…”140 characters15 minutes

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PR in Practice: Future Skills

by Niall Cook on Mar 06, 2011

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PR in Practice: Future Skills — Presentation Transcript