The future beckons


Some of you may have seen this already. For those of you who haven’t (and I hadn’t until today) it’s a pictorial history of content: how it’s been created, transmitted and received, how it’s been acted upon, and what may happen tomorrow, next week, next year and into the future.

(And as you’ll see, the future appears with ever-reducing time scales. Einstein was wrong!)

It’s by Philip Sheldrake (@sheldrake) and Nic Hinton (@karoshikula) and you can find the original, and various other formats for it, here.

Here’s the picture. It’s long!Content - an illustrated history

What it shows is the world in which we now find ourselves.

What it shows is the complexity of the tasks facing us as PR practitioners. But I think we get this complexity.

So the most important challenge perhaps before us now is to explain to our clients and employers this world in which they too are now a part.

And this world, and their services, products, points of differentiation, plans, aspirations, financial targets, and more, all mesh and compete in this world, along with everyone else’s.

Remember, as practitioners, while we might be custodians of reputation and masters of communication, we do both of these and a whole host of other tasks as a means to an end, not as the end in itself.

Without the understanding of those we serve, service and support, we may count for nought, and so might they.

And if we can’t convince them, what chance do we have in such a world?

This picture helps.

(Content: An illustrated history by Sheldrake & Karoshikula is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported Licence and reproduced here under those conditions.)

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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