Home > Career development, PRSA, public relations, real-time communication, Social media, Strategic public relations, Traditional media > The future looks bright for PR, marketing, advertising, communications, social, digital….

The future looks bright for PR, marketing, advertising, communications, social, digital….

#ThrowBackThursday photo from a decade ago. The future was so bright we needed to wear shades! For those of us in PR, marketing, communications and digital, the forecast remains sunny.

#ThrowBackThursday photo from a decade ago. The future was so bright we needed to wear shades! For those of us in PR, marketing, communications and digital, the forecast remains sunny.

Sonja Popp-Stahly of the PRSA National Board of Directors affirmed my optimism as she described the evolving role of the public relations professional and prospects for the future in an information-packed presentation at Cincinnati PRSA this week. Popp-Stahly, APR, is director of digital media communications at Eli Lilly and Company, a global pharmaceutical company headquartered in Indianapolis.

As she pointed out, this is a transformative time for the public relations profession. Social media has made a tremendous impact, greatly expanding the opportunity for two-way communication and increasing challenges such as rapidly responding to complaints.

It’s also a soft-of a confusing time, as the lines between public relations, marketing and advertising continue to blur. “Who owns social media?” Popp-Stahly asked. “All own it.”

She noted that PR pros need to think like reporters and publishers, as brand journalism becomes a vital tool in the communications toolkit. That was great news for the many ex-journalists like me in the room.

Popp-Stahly cited Department of Labor stats forecasting a 21-percent increase in employment in 2010-2020. Business leaders view strategic public relations as essential, she said. Public relations budgets are increasing.

She listed these competencies: (1) understanding business strategy, (2) multi-disciplinary leadership, (3) data analytics (“We have to do math,” she said with a smile, evoking laughter.), (4) social media, (5) earned, owned, shared and paid…. It can be daunting, as we are on-call like never before with social media and e-mail, and we’re expected to demonstrate ROI. We’re not just expected to have a seat a the leadership table, but to be among the outspoken leaders there. We need to drill down beyond reporting impressions to measuring influence on key audiences. Note: Social media metrics include mentions, retweets, replies, tone analysis, and how many targeted journalists follow your brand on Twitter. Other measures include message penetration (what percentage of messages are in news coverage).

Popp-Stahly shared insights from an infographic The Re-Imagining of PR. For one, bloggers have joined reporters in importance. The days of in-person media relations have dwindled, as reporters rely heavily on e-mail to manage their rapid news cycles.

Some constants remain, as we move ahead: thought leadership, credibility, authenticity, relationships, storytelling…. and active participation in PRSA helps with all of those. Popp-Stahly encouraged us to get involved in PRSA. Take advantage of its sections, such as employee communication and healthcare. Attend a conference: Washington, D.C., in October; Atlanta in 2015; Indianapolis in 2016. Get your APR. Volunteer at the local, regional or national level.

Let’s embrace the change and pull together as we embrace the opportunities and tackle the challenges that lie ahead.

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