Public Relations Institute of Australia’s (PRIA) marketing and communication Manager, Neil O’Sullivan, sat down recently with Chris Savage, outgoing Chief Operating Officer, STW Group, to discuss the move away from STW, his insights into the PR landscape, and what lies ahead for the industry.

Discussing what lead to his decision Mr Savage stated, “In the last 12 months I began to feel that I was in my comfort zone, and there is no growth in your comfort zone”. Mr Savage reflected that in his 25 years in the PR industry his fondest memories are working with clients, and that it is ‘hard work’ above all else that creates ‘luck’ in your career.

When questioned on the future structures of a PR consultancy, Savage said, “PR agencies do not need to think outside the box to succeed in a fast changing marcom world. Rather, expand the box of what you do. Push out into new areas that are still natural to the core of public relations.”

“The PR industry is moving into uncharted waters as the lines between different parts of our industry continue to blur,” he explained. “Industries are being made extinct that aren’t moving fast enough, but I have never felt more optimistic about the PR industry.”

The experienced professional alluded to the great hope ahead for those in the industry that evolve in the right way. The move toward personalisation and engagement due to the changes in communication and technology fits the DNA of the PR professional.

“The way communication is evolving absolutely plays into the sweet spot and strength of the industry… it’s a great time to be in our industry and the big PR agencies that are changing are growing fast and growing well.”

To watch the full interview, click here.