PR in Practice: Future Skills
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PR in Practice: Future Skills

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Slides from lecture at Leeds University Business School MA Corp Comms course, given on Thursday 3 March 2011.

Slides from lecture at Leeds University Business School MA Corp Comms course, given on Thursday 3 March 2011.

Outlines the 10 essential PR skills of the future.

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  • Convergence:TechnologySocietyTrust
  • Media consumption is changingFrom Ofcom’s 2010 Communications Market Report
  • Big numbers keep increasing85 million + LinkedIn profiles150 million + blogs200 million + Twitter users400 million + Facebook users2 billion YouTube videos watched
  • Cannot teach old dogs the new tricks of PR – inherently analogue learning to be digitalFuture of PR lies with the communicators of the future, not those of the past
  • Internal and external
  • Sharing

PR in Practice: Future Skills PR in Practice: Future Skills Presentation Transcript

  • 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?
  • http://www.flickr.com/photos/ekarjala/517656319
  • #2 CONSUMPTION
  • http://www.flickr.com/photos/lomokev/245793477
  • WHAT DOES IT MEAN FOR PR?Convergence = THINK differentlyConsumption = PLAN differentlyCreation = ACT differently Opportunity AND Risk
  • http://www.flickr.com/photos/beinshitty/4057368178
  • #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
  • http://www.flickr.com/photos/frankenslut/3768165679
  • #3 HONESTY
  • #4 CONNECTEDNESS
  • #5 RELEVANCY
  • 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
  • http://www.flickr.com/photos/enovember/4145892964
  • http://www.flickr.com/photos/raymklee/5444125818
  • 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