KIM STOCKHAM

HEAD OF PUBLIC RELATIONSWOTIF GROUP

THE CONTEXT FOR PR HAS CHANGED

Kim Stockham, Wotif Group

Changing communication landscape:• Online media outlets with reduced, targeted readerships• Changed ‘news’ agenda and journalist resources• Blogs• Social media forums

THE CONTEXT FOR PR HAS CHANGED

Kim Stockham, Wotif Group

• Changing business contexts: • Decisions are driven by data: the legacy of PR value we’ve achieved

cannot be assumed in the future• Business priorities have evolved to include digital marketing as a key tool

for business, and here lies our opportunity

THE FUTURE OF PR IS DIGITAL, AND THE FUTURE IS NOW

Kim Stockham, Wotif Group

Digital marketing (SEO) are the new PR advocates in organisations

WHAT PR PEOPLE TELL US IT TAKES TO MAKE IT IN PR

Kim Stockham, Wotif Group

Adaptability

VANESSA DOMASCHENZ

SENIOR MANAGER • PEOPLE BUSINESS pwc

WHAT OUR RESEARCH TELLS US?Skill gaps are a serious problem…

of CEOs globally reported that talent constraints have impacted their companies’

growth and profitability over the past 12 months

63%

of millennial’s are actively looking for new

work opportunities

of CEOs are making changes to their HR strategies to

address the skills gap

38%

Source: PwC’s 17th Annual Global CEO Survey and Talent Mobility 2020 and Beyond report

78%

WHAT OUR PR PRACTITIONERS ARE TELLING US

Source: PwC People Business annual planning conference

“Strong relationships & knowledge of technology & how to adopt it for competitive advantage in the market.”

Consultant, 3 years experience

“Understanding of behavioural economics & the ability to influence mass behaviours.”

People Partner, 20 years experience

What skillsets will PR practitioners need in the future?

“The ability to understand behavioural drivers & organisational drivers to communicate with people.”

Manager, 10 years experience

“An understanding of the machinery of government& the role of lobbyists in influencing government outcomes.”

Senior Manager, 15 years experience

WHAT OUR PR PRACTITIONERS ARE TELLING US

Source: PwC People Business annual planning conference

“From corner office bosses with sea views to ABW - guess I missed out!”

Partner, 20 years experience

“The slow but steady uptake of technology by government & the parallel of government trusting their facts are correct in public forums.”

Senior Consultant, 5 years experience

“When I graduated there were no such things as emails or the internet, now I am contactable 24 x 7, which poses an interesting work paradox.”

Director, 18 years experience

How has your working environment changed since you graduated?

“Workforces will become more diverse as generations collide, with people working longer in their careers & traditional career paths become a thing of the past.”

HR Specialist, 15 years experience

KEY SKILLS FOR FUTURE PRACTITIONERS

10

Future PR

practitioner

01Change agility 02

Advanced digital & data analytics skills

03Organisational astuteness

04Political appreciation

0506

07

08

Deep industry expertise

Expert networker across all levels

People skills

Values-based thinker

HOW TO ATTRACT & RETAIN ‘PR’ TALENT

11

PR Practitioner

• Are you investing in the right skills?

• Do you have an active presence on professional networks?

• Is your personnel brand strong enough to get you where you want to be?

• Change your mind-set about your work, as it changes.

• Take personal responsibility for continuously updating your skills.

• Include skills & training opportunities, as part of your contract negotiations.

Employers

• Are you rewarding, or penalising adaptable talent?

• How will HR change to support future skills?

• How can you turn your values into a compelling brand?

• Develop future skills to create resilience & agility.

• Adapt your organisational values to accommodate increasing diversity.

• Collaborate with government to develop sustainable career & learning pathways

Educators

• Are you using data analytics to predict future skill needs?

• Are you engaging with organisations to understand & meet future skill needs?

• Are you seeking industry involvement in course design & delivery?

• Collaborate closely with employers & practitioners to provide courses.

• Keep abreast of industry developments & understand the impact of technology on learning delivery.

• Develop flexible learning pathways to reflect changing needs of employers & practitioners.

Government

• Do government policies support the adaptability of future practitioners?

• Foster a flexible & dynamic skills investment environment, to ensure employers are fit for the future.

• Provide financial support to individuals to invest in future skills.

SUSAN REDDEN MAKATOA

Group Managing Director, CorporateOgilvy Public Relations

@srmakatoa

Nose for news

Broad shoulders

Thick skin

Fire in the belly

Big girl boots

Texter’s thumb

Insatiable curiosity

Spidey sense

Creative sparkleBiggus humungous brainus

Able to mould a strategy

What makes great PR talent

Always got your back