FUTURE SKILLSLUBS 5437M: PR IN PRACTICE

DIGITAL PR

LEARNING OUTCOMES

Understand the new skills that will be required for the communicators of tomorrow

Link these skills to relevant trends in digital communications

Challenge/refine/improve

Create the LUBS Future Skills Manifesto

WHAT’S HAPPENING?

#1 CONVERGENCE

http://www.flickr.com/photos/ekarjala/517656319

#2 CONSUMPTION

#3 CREATION

http://www.flickr.com/photos/lomokev/245793477

WHAT DOES IT MEAN FOR PR?

Convergence = THINK differently

Consumption = PLAN differently

Creation = ACT differently

Opportunity AND Risk

…AND FOR PR SKILLS?

http://www.flickr.com/photos/beinshitty/4057368178

#1 HUMILITY

Brands are being held more accountable

Consumers are asking “what can you do for me”?

Balance of power has shifted

Be willing and open to be taught by and learn from your stakeholders

#2 BREVITY

http://www.flickr.com/photos/frankenslut/3768165679

#3 HONESTY

#4 CONNECTEDNESS

#5 RELEVANCY

#6 OBSERVATION

http://www.flickr.com/photos/westrock-bob/3470127478

#7 PARTICIPATION

“So what is the point of all this? The point is, FORGET YOUR BRAND. You don’t own it because it is literally nothing. You can spend all sorts of time and money trying to manufacture public opinion, but ultimately, that’s up to the public, now isn’t it?”

- ‘Leroy Stick’, the man behind @BPGlobalPR

#8 ARTICULATION

http://www.flickr.com/photos/enovember/4145892964

#9 PASSION

http://www.flickr.com/photos/raymklee/5444125818

#10 FLEXIBILITY

OTHERS?

Empathy

‘Findability’

Tenacity

Analysis

Customer service

Perspective

Creativity

Bravery

Trust

GROUP EXERCISE: REVIEW

Review these skills and others

Discuss, challenge and change

Return and make your case

Reconvene in 30 minutes

GROUP EXERCISE: MANIFESTO

10 groups, 10 skills

Discuss the skill – objectives, barriers and opportunities

Come up with a 140 character (including spaces) pledge for that skill for the LUBS Future Skills Manifesto

MANIFESTO

“XXXXX is an essential PR skill of the future because…”

140 characters

15 minutes