The future of PR: 5 lessons for pros

Predictions are easy, and the PR business is no exception.

We don’t yet have the flying cars that were predicted when I was in grammar school, but I’ve never stopped prognosticating. Our team looked into the not-too-distant future to scope trends that all PR practitioners need to be aware of and embrace.

Engagement is an art, not necessarily a science. Skilled communicators can gain a great deal by understanding the sociology of peer groups and the psychology of identified audiences. We already know that it isn’t enough to talk at a consumer by broadcasting a new product message. Success is achieved through a personalized approach that takes into account intangibles like emotions, values, or lifestyle. Only then can the monologue evolve into a true dialogue.

Embrace the (media) disruption. Begin with the premise that non-traditional media/content producers like bloggers, citizen journalists and influencers need to be treated as partners. Start a relationship by approaching these third-party disruptors with no agenda other than sending facts and news. Allow them to disseminate as they see fit. Marketers don’t own your brand anymore; your customers do.