SlideShare a Scribd company logo
FUTURE
SKILLS
LUBS 5437M: PR IN PRACTICE
DIGITAL PR
LEARNING OUTCOMES
Understand the new skills that will be required for the
communicators of tomorrow
Link these skills to relevant trends in digital communications
Challenge/refine/improve
Create the LUBS Future Skills Manifesto
WHAT’S
HAPPENING?
http://www.flickr.com/photos/ekarjala/517656319
#2 CONSUMPTION
http://www.flickr.com/photos/lomokev/245793477
WHAT DOES IT MEAN FOR PR?


Convergence    =    THINK differently
Consumption    =    PLAN differently
Creation       =    ACT differently


           Opportunity AND Risk
http://www.flickr.com/photos/beinshitty/4057368178
#1 HUMILITY
Brands are being held more
accountable
Consumers are asking “what can
you do for me”?
Balance of power has shifted


Be willing and open to be taught by
and 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‟      Creativity
Tenacity           Bravery
Analysis           Trust
Customer service
GROUP EXERCISE: REVIEW
Review these skills and others
Discuss, challenge and change
Return and make your case


Reconvene in 30 minutes
GROUP EXERCISE: MANIFESTO
10 groups, 10 skills
Discuss the skill – objectives, barriers and opportunities


Come up with a 140 character (including spaces) pledge for
that skill for the LUBS Future Skills Manifesto
MANIFESTO
“XXXXX is an essential PR skill of the future because…”


140 characters
15 minutes

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PR in Practice: Future Skills

Editor's Notes

  1. Convergence:TechnologySocietyTrust
  2. Media consumption is changingFrom Ofcom’s 2010 Communications Market Report
  3. Big numbers keep increasing85 million + LinkedIn profiles150 million + blogs200 million + Twitter users400 million + Facebook users2 billion YouTube videos watched
  4. 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
  5. Internal and external
  6. Sharing