Download - Five trends that are shaping PR
The Big PR Issues in 2011
Arun Sudhaman, The Holmes ReportPRCA Briefing
20 January 2011
Context2009: 8 percent drop in PR agency fee income worldwide
2010: single-digit growth
UK hit hard by public sector slowdown
Growth from crisis, corporate, healthcare and digital.
Optimism
Global: 7.7 from 7.56
UK: 7.45 from 7.16
North America: 7.74 from 7.06
Western Europe: 7.13 from 7.57
UK concerns
45% economic conditions
27% attracting talent
18% competition from other marketing disciplines
12% measurement
UK attitudesClients CEOs take reputation seriously? 7.94 Only the US is higher.Media Respect the role of PR? 6.33 Lowest worldwideGrowth 21% CSR 16% Word of mouth
5 issues to watch
1. DigitalBeyond social media Into owned and paid media Development – content, apps, websites… Location-based/mobile Social business
Implications Collaboration & acquisition Clients: Who ‘owns’ social media? Business models & ROI
2. CollisionMarketing & PR Fuelled by social media Client-side integration Marketing budgets hold sway
Implications Bigger budgets? Competition & collaboration Insight & planning Measurement and evaluation
3. Crisis
Molehills become mountains Fuelled by social media Greater consumer activism Social responsibility More regulatory oversight
Implications PR & PA counsel PR becomes the story
4. Emerging marketsThink global Growth opportunities Transnational organisations Globalisation of PR activity Issues not borders
Implications Local insight Ethics Talent
5. Ethics
Uncomfortable questions Spin is dead Foreign governments ‘Journalism’
Implications Nowhere to hide Ethical policy Industry reputation