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FUTURESKILLSLUBS 5437M: PR IN PRACTICEDIGITAL PR
LEARNING OUTCOMESUnderstand the new skills that will be required for thecommunicators of tomorrowLink these skills to rele...
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 ...
http://www.flickr.com/photos/beinshitty/4057368178
#1 HUMILITYBrands are being held moreaccountableConsumers are asking “what canyou do for me”?Balance of power has shiftedB...
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 be...
http://www.flickr.com/photos/enovember/4145892964
http://www.flickr.com/photos/raymklee/5444125818
OTHERS?Empathy            Perspective„Findability‟      CreativityTenacity           BraveryAnalysis           TrustCustom...
GROUP EXERCISE: REVIEWReview these skills and othersDiscuss, challenge and changeReturn and make your caseReconvene in 30 ...
GROUP EXERCISE: MANIFESTO10 groups, 10 skillsDiscuss the skill – objectives, barriers and opportunitiesCome up with a 140 ...
MANIFESTO“XXXXX is an essential PR skill of the future because…”140 characters15 minutes
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.

Outlines the 10 essential PR skills of the future.

Published in: Business
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PR in Practice: Future Skills

  1. 1. FUTURESKILLSLUBS 5437M: PR IN PRACTICEDIGITAL PR
  2. 2. 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
  3. 3. WHAT’SHAPPENING?
  4. 4. http://www.flickr.com/photos/ekarjala/517656319
  5. 5. #2 CONSUMPTION
  6. 6. http://www.flickr.com/photos/lomokev/245793477
  7. 7. WHAT DOES IT MEAN FOR PR?Convergence = THINK differentlyConsumption = PLAN differentlyCreation = ACT differently Opportunity AND Risk
  8. 8. http://www.flickr.com/photos/beinshitty/4057368178
  9. 9. #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
  10. 10. http://www.flickr.com/photos/frankenslut/3768165679
  11. 11. #3 HONESTY
  12. 12. #4 CONNECTEDNESS
  13. 13. #5 RELEVANCY
  14. 14. http://www.flickr.com/photos/westrock-bob/3470127478
  15. 15. #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
  16. 16. http://www.flickr.com/photos/enovember/4145892964
  17. 17. http://www.flickr.com/photos/raymklee/5444125818
  18. 18. OTHERS?Empathy Perspective„Findability‟ CreativityTenacity BraveryAnalysis TrustCustomer service
  19. 19. GROUP EXERCISE: REVIEWReview these skills and othersDiscuss, challenge and changeReturn and make your caseReconvene in 30 minutes
  20. 20. 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
  21. 21. MANIFESTO“XXXXX is an essential PR skill of the future because…”140 characters15 minutes

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