PRSA Northwest Ohio Keynote Presentation
1 like•253 views
The document discusses trends that will impact the public relations industry in 2019. It predicts that (1) trust in the media will continue to decline, leading to decreased earned media budgets and a focus on facts over opinions, (2) trolling will become a more common PR tactic but will increase risks, and diversity will become more important, and (3) the industry will see further convergence among large companies but more fragmentation for smaller companies, increasing the demand for data and digital skills. It also predicts that (4) brands will face more pressure to be authentic as the public acts as the "judge, jury, and executioner" of ethics, making PR professionals responsible for keeping their organizations honest.
PRSA Northwest Ohio Keynote Presentation
- 1. 2019 Trends Steve Radick, SVP, Senior Director BCW Global
- 2. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 2 BCW At A Glance The world’s only agency created to deliver integrated solutions across all sectors on a global scale. Combines Cohn & Wolfe’s expertise in digitally-driven creative, content and earned engagement … with Burson-Marsteller’s strength in public affairs, corporate and crisis communications, research and analytics. Network of more than 4,000 employees, across 42 countries worldwide. Uniquely suited to meet brands’ complex communications needs.
- 3. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 3 Atlanta Austin Boston Chicago Dallas Los Angeles Memphis Miami New York Pittsburgh San Francisco Washington DC NORTH AMERICA Bogota Brasilia Buenos Aires Lima Medellin Mexico City Montevideo Rio de Janeiro San Juan Santiago Sao Paulo LATIN AMERICA Amsterdam Barcelona Berlin Berne Brussels Copenhagen Frankfurt Geneva Hamburg Helsinki Istanbul Lausanne London Madrid Milan Munich Oslo Paris Rome Stockholm The Hague Zurich EUROPE Abu Dhabi Amman Cairo Doha Dubai Jeddah Johannesburg Kuwait City Manama Muscat Nairobi Riyadh MIDDLE EAST + AFRICA ASIA PACIFIC Bangalore Beijing Chengdu Chennai Delhi Guangzhou Hong Kong Jakarta Kolkata Kuala Lumpur Mumbai Seoul Shanghai Shenzhen Singapore Sydney Tokyo 78 offices 40 countries 4K people Connected Global Network. Deep Local Insights & Relationships.
- 4. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 4 PRSA Pittsburgh is one of the largest chapters within the East Central District, with a network of more than 200 PR professionals. The PRSA Pittsburgh Mission To create, educate, and empower a diverse community of communications professionals who value the role that public relations plays in their careers, their organizations, and the region. Our Value Proposition PRSA Pittsburgh believes public relations serves an increasingly vital role in the leadership, business, marketing, and communications functions of all organizations, and we aim to provide our members with the tools, support, education, and networking to play this role in their respective organizations.
- 5. Looking Back at 2018
- 6. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 6
- 7. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 7
- 8. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 8
- 9. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 9
- 10. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 10
- 11. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 11
- 12. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 12
- 13. It’s a tough time to be a PR pro
- 14. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 14 Status quo? What status quo? The PR industry will change considerably or drastically over the next 5 years • 70% of all PR professionals agree • 80% of students agree Respondents cited the following reasons: Changing Media Landscape Technological Innovations Greater Access to Data Disruption of Traditional Business Models Political Climate Source: 2018 Global Communications Report, USC Annenberg School for Communication and Journalism
- 15. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 15 PR and Marketing are converging In just one year, the number of agency and in-house pros who believe PR will become more integrated with marketing in the next 5 years has almost doubled. Source: 2018 Global Communications Report, USC Annenberg School for Communication and Journalism 100%
- 16. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 16 No sources, no problems Source: 2018 Global Communications Report, USC Annenberg School for Communication and Journalism % increase in the number of PR pros who believe the average consumer will not be able to distinguish between paid, earned, shared and owned media in the next 5 years 13%
- 17. Looking ahead to 2019
- 18. Who am I? Who are you? What’s our role? What should I do?
- 19. 2019 will be a year of self- reflection and change
- 20. Prediction 1: Trust in the media will sink even further
- 21. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 21 Americans don’t trust…anything https://www.knightfoundation.org/reports/indicator s-of-news-media-trust
- 22. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 22 1. Earned media budgets will decrease 2. Executive spokespeople will retreat 3. Hot takes > facts
- 23. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 23 What does this mean for us? • Internal PR education has to be in your job description. • Make sure your glass is always half full. • Identify measures of ROI beyond clicks, impressions, and other vanity metrics.
- 24. Prediction 2: Trolling as a PR tactic will become more popular
- 25. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 25 Trolling gets sophisticated
- 26. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 26 1. High risk, high reward marketing 2. A branded race to the bottom 3. Increased focus on diverse teams
- 27. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 27 What does this mean for us? • Be more proactive in scoping and advocating for crisis communications strategies • Here today, gone tomorrow – for good news AND bad news • Figure out your brand personality…now • Look around the room – if everyone looks like you, you’re taking a huge risk
- 28. Prediction 3: Convergence at the top, fragmentation at the bottom
- 29. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 29 Blurred lines 87% of professionals say that the term “Public Relations” will not describe the work they will do in five years Source: 2017 Global Communications Report, USC Annenberg Source: PRWeek / Boston University Communications Bellwether Survey
- 30. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 30 1. The big get bigger and the small get smaller 2. More in-house agencies 3. More jobs in data measurement and digital content
- 31. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 31 What does this mean for us? • Cross-train - learn business, marketing, analytics – and expand your knowledge base • There will be increased demand for senior PR counselors and consultants • Diversify your career – big, small, agency, client-side, non- profits, government, etc.
- 32. Prediction 4: The quest for authenticity will lead an ethics resurgence
- 33. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 33 Can brands actually change the world?
- 34. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 34 1. The public will become each brand’s authenticity judge, jury, and executioner 2. PR will be looked at as the organization’s conscience 3. Right? Wrong? Depends on who’s asking To what extent do the following represent potential ethical issues for the PR industry?
- 35. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 35 What does this mean for us? • Identify and follow your own personal ethics code • Set expectations – you WILL make people angry • Be your organization’s best investigative journalist
- 36. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 36 Any Questions?
- 37. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 37 Thank you Steve Radick • SVP, Senior Director • www.steveradick.com • www.twitter.com/sradick • https://www.bcw-global.com/ 37