The
Future
of PR
Catriona Pollard
The shifting media landscape characterised by media outlets downsizing, closing or transitioning
to online operations, prompts new questions around the future of PR as an industry.
The growing focus on social and content adds another dimension to the debate. Is social media a
boon or a threat to PR professionals? Does the rise of content marketing and branded storytelling
play into PR’s hands, or does it take from the industry?
My view is the future of PR is an exciting one, with the fast-moving media backdrop setting the
stage for PR’s evolution.
Here are my predictions for the future of PR.
PR will reclaim storytelling
While storytelling is the buzz word of the moment, particularly around the growth of content
marketing, it has always been at the core of what PR is about. Telling the stories about people and
organisations to existing or new audiences is a critical element of PR - and always has been.
PR professionals didn’t invent the art of storytelling (oral storytelling traditions are a very human
trait, passed down through generations for thousands of years), but they are adept at finding the
stories that resonate with others, and then sharing them.
The relationships PR people and their clients work so hard to build and foster are built on the
foundation of engaging stories.
PR will diversify
PR as an industry has broadened beyond just media liaison and strategy, resulting in PR people
becoming multi-skilled across a range of disciplines.
We need to be experts in digital engagement, SEO, website management, email marketing and
content development and marketing, as well as expanding media relations to include blogger
engagement.