What's lies ahead for PR?

Ronald C Hanser, president of Pinnacle Worldwide, reports on a survey of future PR trends conducted amongst principals of Pinnacle public relations firms worldwide. The principals saw new assignments and new accountabilities as key parts of PR's future.

NEW ASSIGNMENTS

“Business leaders are recognising PR as more than publicity” is the trend most often cited by Pinnacle Worldwide principals―named by 51 percent. A whole new wave of PR savvy executives is coming on line. PR will become an even more powerful tool for management.

“Word-of-Mouth (WOM) marketing” is the second most common new assignment said 49 percent of the principals. WOM marketing is “hot” because it recognises that trust comes from peers, family, friends and other influentials, not from traditional marketing messages.

“Need to rebuild public trust of business following scandals,” said 44 percent of principals. Many firms are seeing clients under greater scrutiny and regulatory oversight, particularly in biotech and biopharma.

“Internet communications, online publications and blogs” were cited by 41 percent of principals responding. “Clients do not know how to use blogs or to derive benefit from them yet,” said one principal. Also the media is watching their control of the news be supplanted by this new media. They are trying to find ways to play while PR firms are trying to finds ways to use this direct media. Some PR firms are doing blogging campaigns and monitoring blogs for their corporate clients.

NEW ACCOUNTABILITY

Overwhelmingly, 75 percent of the principals said, “Clients expect measurable results.” New rules are being applied to the measurement of all communications. “In” are more behavioural measurement and cause and effect studies of PR. As marketers demand bigger “bang for the buck”, the PR industry must present our clients a relevant, scientifically-grounded, easy-to-understand tracking system to document the value the PR programs contribute to the client’s bottom line.

“Clients want senior-level PR professionals serving them” said 61 percent of the principals. Clients also want experienced pros with local market knowledge. Organisations around the world are going through a painful process of reappraisal―with local, senior-level PR professionals playing a critically important role.

[Source: Ronald C Hanser, APR, What’s ahead for worldwide PR? Guest column for IPRA FrontLine, 3 June 2005]