How PR pros should prepare for a year of change

Our PR industry never stays the same for long. Here’s how our Advisory Board suggests you invest in yourself to reap the rewards of the dynamic year ahead.

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Here at the beginning of a new decade it’s time for some reflection. 

PR has come a long way in the last 10 years, with disruptions in digital and social media, shrinking newsrooms and new realities for communication professionals. Who could have predicted in early 2001 the way social media would change how we consume information? How about fake news? Artificial intelligence and voice search?

PR pros know that the future will always be a changing, moving target, and being an effective communicator means being highly adaptable. That flexibility can be supported by diligent preparation—and savvy pros are already thinking about how they might ready themselves for the next seismic shift in the industry.

We spoke with members of our Advisory Board to discuss how PR pros can prepare for the year ahead, both the challenges and the immense opportunities.

What will challenge

Laura Kane, director of communications for the National Association of Insurance Commissioners, predicts that the 2020 election will provide plenty of obstacles for brand managers.

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