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The Big PR Issues in 2011 <ul><li>Arun Sudhaman, The Holmes Report </li></ul><ul><li>PRCA Briefing </li></ul><ul><li>20 Ja...
Context <ul><li>2009: 8 percent drop in PR agency fee income worldwide </li></ul><ul><li>2010: single-digit growth </li></...
Optimism <ul><li>Global: 7.7 from 7.56 </li></ul>UK: 7.45 from 7.16 North America: 7.74 from 7.06 Western Europe: 7.13 fro...
UK concerns <ul><li>45%  economic conditions </li></ul><ul><li>27%  attracting talent </li></ul><ul><li>18%  competition f...
UK attitudes <ul><li>Clients  CEOs take reputation seriously?  7.94  Only the US is higher. </li></ul>Media  Respect the r...
5 issues to watch
1. Digital <ul><li>Beyond social media </li></ul><ul><li>Into owned and paid media </li></ul><ul><li>Development – content...
2. Collision <ul><li>Marketing & PR </li></ul><ul><li>Fuelled by social media </li></ul><ul><li>Client-side integration </...
3. Crisis <ul><li>Molehills become mountains </li></ul><ul><li>Fuelled by social media </li></ul><ul><li>Greater consumer ...
4. Emerging markets <ul><li>Think global </li></ul><ul><li>Growth opportunities </li></ul><ul><li>Transnational organisati...
5. Ethics <ul><li>Uncomfortable questions </li></ul><ul><li>Spin is dead </li></ul><ul><li>Foreign governments </li></ul><...
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Five trends that are shaping PR

An overview of the 5 trends that are shaping the future of public relations, based on global industry research. Presented to the UK\'s PRCA in January 2011.

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Five trends that are shaping PR

  1. 1. The Big PR Issues in 2011 <ul><li>Arun Sudhaman, The Holmes Report </li></ul><ul><li>PRCA Briefing </li></ul><ul><li>20 January 2011 </li></ul>
  2. 2. Context <ul><li>2009: 8 percent drop in PR agency fee income worldwide </li></ul><ul><li>2010: single-digit growth </li></ul><ul><li>UK hit hard by public sector slowdown </li></ul><ul><li>Growth from crisis, corporate, healthcare and digital. </li></ul>
  3. 3. Optimism <ul><li>Global: 7.7 from 7.56 </li></ul>UK: 7.45 from 7.16 North America: 7.74 from 7.06 Western Europe: 7.13 from 7.57
  4. 4. UK concerns <ul><li>45% economic conditions </li></ul><ul><li>27% attracting talent </li></ul><ul><li>18% competition from other marketing disciplines </li></ul><ul><li>12% measurement </li></ul>
  5. 5. UK attitudes <ul><li>Clients CEOs take reputation seriously? 7.94 Only the US is higher. </li></ul>Media Respect the role of PR? 6.33 Lowest worldwide Growth 21% CSR 16% Word of mouth
  6. 6. 5 issues to watch
  7. 7. 1. Digital <ul><li>Beyond social media </li></ul><ul><li>Into owned and paid media </li></ul><ul><li>Development – content, apps, websites… </li></ul><ul><li>Location-based/mobile </li></ul><ul><li>Social business </li></ul><ul><li>Implications </li></ul><ul><li>Collaboration & acquisition </li></ul><ul><li>Clients: Who ‘owns’ social media? </li></ul><ul><li>Business models & ROI </li></ul>
  8. 8. 2. Collision <ul><li>Marketing & PR </li></ul><ul><li>Fuelled by social media </li></ul><ul><li>Client-side integration </li></ul><ul><li>Marketing budgets hold sway </li></ul><ul><li>Implications </li></ul><ul><li>Bigger budgets? </li></ul><ul><li>Competition & collaboration </li></ul><ul><li>Insight & planning </li></ul><ul><li>Measurement and evaluation </li></ul>
  9. 9. 3. Crisis <ul><li>Molehills become mountains </li></ul><ul><li>Fuelled by social media </li></ul><ul><li>Greater consumer activism </li></ul><ul><li>Social responsibility </li></ul><ul><li>More regulatory oversight </li></ul><ul><li>Implications </li></ul><ul><li>PR & PA counsel </li></ul><ul><li>PR becomes the story </li></ul>
  10. 10. 4. Emerging markets <ul><li>Think global </li></ul><ul><li>Growth opportunities </li></ul><ul><li>Transnational organisations </li></ul><ul><li>Globalisation of PR activity </li></ul><ul><li>Issues not borders </li></ul><ul><li>Implications </li></ul><ul><li>Local insight </li></ul><ul><li>Ethics </li></ul><ul><li>Talent </li></ul>
  11. 11. 5. Ethics <ul><li>Uncomfortable questions </li></ul><ul><li>Spin is dead </li></ul><ul><li>Foreign governments </li></ul><ul><li>‘ Journalism’ </li></ul><ul><li>Implications </li></ul><ul><li>Nowhere to hide </li></ul><ul><li>Ethical policy </li></ul><ul><li>Industry reputation </li></ul>

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