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Localization, personalization, and employee empowerment: Matt Trewin, General Manager – Retail & Media Communications, Telstra
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PR professionals need balance: Tiffany Farrington, Founder of Social Diary
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Perfecting tailored and branded content: Tory Maguire, Editor-in-chief, Huffington Post Australia
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Evolving budgets and business models: Allison Lee, Director of Media and PR for Destination NSW
New term: "budget neutral news" – media outlets expecting brands to pay for news production #FutureofPR
— Belinda White (@bowhite) October 15, 2015
Another shift Lee observed is that more PR firms are viewing their staff as producers. This is a response to an emerging challenge for PR: developing new business models for broadcasted news based on the most engaged audiences—such as computer and tablet users—and the best return on investment.
Keeping up with consumer behavior: Jamie Verco, Lead Partner, N2N and Fuel Communications
We live in “an era of instant everything”, said PR innovator Jamie Verco. Immediacy is making consumers more discerning. Content, therefore, needs to be more relevant and convenient than ever before. PR agencies will need to adopt a range of strategies to keep apace with consumer behavior, including:
– diversifying agencies’ services to solve complex and non-traditional communications problems
– increasing agencies’ scale and networks of relationships
– developing professionals with world-class, specialist skills
– evolving agency structures to have a client-centric focus, and
– being open to new forms of communication and publication.
— N2N Communications (@n2nComm) October 15, 2015
Audience members at the Creating the Future of PR forum were asked to describe in a few words their vision of the key issues and opportunities shaping the future of PR. Here is the “word cloud” they generated through Twitter-to-screen live interaction:
Across the diversity of ideas expressed at the event, PR professionals proved to be sanguine about the future they are helping to create. The opportunity to reflect upon this future and the quality of the ideas shared made the Creating the Future of PR forum a standout event.