Can PR Adapt To The Evolution Challenge, Asks Managing Partner Of N2N Communications
In this post, managing partner of N2N Communications, Vanessa Liell provides insights on Paul Holmes’ Global Communications Report.
There is no doubt that Australian Public Relations professionals – both agency and in-house – need to brace for rapid change in skills, structures, services and attributes to be successful in our future industry.
This is reflected in the recently released Global Communications Report which states: “Public relations executives around the world are optimistic about the industry’s future and believe that over the next five years they will be expected to deliver more – more strategy, more content, more channels, more creativity and more measurement”.
The challenge for our industry is how we adapt effectively to meet this change, and whether we have the courage and leadership to do so.
Key findings of the Report indicate significant market opportunity and insight into the impact of digital disruption, structural change and market demands. This evolution demands a rethink of the services we provide, the skills we require and our attributes as professionals.
It’s no surprise our future growth will come from new services – content creation, digital and social, measurement and evaluation and paid media. However, our current structures, both in-house and agency, don’t reflect the skills required to evolve our services as quickly as the market demands, and this is likely to be our greatest constraint.
The Global Communication Report indicates 30 per cent of corporate and 47 per cent of agencies expect a complete or extreme amount of change in structures to respond to the evolving environment by 2020, driven by adoption of new technology, expansion of channels, demand for new services and the skills required to deliver them.
While our core services – writing, media relations and communication strategy – are still highly valued, talent with these skills is short and can’t alone deliver the creative and integrated campaigns that our future demands.
So can we adapt to the challenge? Not unless we move fast.
The Global Report indicates corporate budgets and headcounts remain constrained, service demands have changed, the type of work required has changed and the structures of agencies and communications functions have changed.
Respondents predict our work will be increasingly complex, challenging and require greater strategic and creative skill; and while we know the change is coming, we still recruit from each other, prioritise writing skills and don’t budget for paid.
Our ability to tackle these challenges requires courage, confidence and leadership. We have significant strengths, demonstrated by the market demand for our skills and services. There are plenty of challenges ahead – however our ability to have a go, take risks, back ourselves and learn from what works (and what doesn’t) will indicate the strength of leadership skills individually and as an industry.
This means getting comfortable with the uncomfortable, creative thinking in how we structure our agencies and functions, robust analysis and honest conversations.
There is no silver bullet to the creation of a high performing team with the skills to adapt to this change. Recruiting from each other will only get us so far. Paid internships for university students and dedicated graduate programs are a critical starting point. And the rest is hard work.
It means staying close to the market to know what skills are in demand and what skills are available. It requires an understanding and respect for disciplines other than ours – including media buyers, digital/social strategists, content creators, video and designers, marketers and data analysts.
A key risk is our lack of willingness to challenge the status quo. We need to think differently about where we source our talent from – what degrees, which graduates and what attributes will challenge and push us to evolve our services? To attract and retain diverse talent will also require us to think differently about how we structure our roles.
This means consideration of a shift from static structures to different models including partnerships with freelances, alliances with other agencies, and options for part-time and flexible roles to attract working parents or those with other responsibilities. And this comes with demands on us, as leaders, to help navigate the ambiguity that comes with this evolution.
Our future success will be tied to the behavioural attributes of problem solving, teamwork, critical thinking, curiosity, adaptability and creativity. A key challenge for our leadership will be how we shift our cultures to foster, reward and grow teams that thrive in this new environment, that embody these behaviours and enjoy the challenge and opportunity that comes from rapid change.
Our future services are very clear and, according to the Global Communications Report, our industry will be most valued for its strategic and creative services, with ‘arms and legs’ tactical support declining in value. This reflects the increasingly challenging and complex environment for organisations when it comes to communications.
Our ability to solve strategic challenges with great creative ideas drawn from insights, executed cross-channel and evaluated through robust measurement, is where we need to get to – and quickly.
While the environment and challenges are complex, the market demands solutions that are clear, well-articulated, that harness technology and demonstrate a return on investment. To meet this market demand we need get past our fear of data and be prepared to invest to learn using technology (digital and social platforms) as critical sources for data and analytics.
Such technology and access to data has unleashed the opportunity for significant insight into our audiences and their behaviours. Never before have we had such rich insight into how our audiences access information, the channels they use and the content they respond to. Those who harness this insight and adapt their communication services to respond to what our consumers demand will evolve fastest and benefit most from the growth of our industry – expected to reach $20 billion globally by 2020.
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.