Looking ahead: what’s new for PR in 2012


Why do we do this?

Why do we try to predict the future?

It’s almost impossible, and it distracts us from the task at hand, from original thinking, from testing our own assumptions, from considering truly new ways of being public relations practitioners.

So I won’t look ahead, but I will ask some questions, in the year in which the World Public Relations Forum comes to Australia.

Is the PR sector really changing? How?

How do we stay relevant?

How can we reinvent ourselves (before someone else does)?

Are we bold enough to do more than automate past practices with the latest new social media channel?

If media are struggling because everyone is potentially a journalist, and everyone is definitely a potential advocate, is the PR sector facing similar risks? Surely everyone can do their own PR now.

Are we closer to the ears of those on the board in any meaningful way?

Did the last PR conference you went to really shake the status quo? Did you sit bolt upright in your chair? Or did you go because of your professional skills development plan?

Food for thought. No predictions!

And Happy New Year.

About alansmithoz

Head of Strategic Business Communications at Australian social analytics technology company Digivizer, with a background in corporate public relations and marketing. I do what I do because I believe communications can make a difference.
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3 Responses to Looking ahead: what’s new for PR in 2012

  1. Dr Tim O'Brien says:

    some challenging questions for the PR and business communities to start 2012 with…..

  2. harrimanj says:

    Hopefully the customers of these services will become more tuned into selecting a talented practitioner, and will reject the amateur competition.

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