Public relations professionals say digital storytelling and social listening are the trends that will most influence the future of the field, according to recent research from the USC Annenberg Center for Public Relations and the Association of National Advertisers.
The report was based on data from a survey of 875 public relations professionals (63% work for an agency; 37% work in-house) as well as data from a survey of 101 in-house marketers.
Public relations professionals say digital storytelling is the biggest future PR trend (88% cite it as important).
Social listening ranks second (82%) among PR professionals, followed by social purpose (71%) and Big Data (70%).
Marketers say social listening is the biggest future trend (88% cite it as important).
Some 47% of agency PR professionals and 45% of in-house PR professionals say public relations will become more aligned with marketing in the next five years.
Public relations professionals say the most important skills for future growth are strategic planning (89% cite it as important), written communications (86%), social media (84%), multimedia content development (82%), and verbal communications (80%).
About the research: The report was based on data from a survey of 875 public relations professionals (63% work for an agency; 37% work in-house) as well as data from a survey of 101 in-house marketers.
Continue reading "The Future of Public Relations: Trends, Skills, PR vs. Marketing" ... Read the full article
Subscribe today...it's free!
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Public Relations:
- Winning + Influence = Winfluence: Author Jason Falls on Marketing Smarts [Podcast]
- Seven Ways to Show Up Human in Your PR and Marketing Efforts
- How to Humanize Your Brand: Bonnie Rothman and Judy Kalvin on Marketing Smarts [Podcast]
- So Much of What You Knew About Thought Leadership Has Changed
- How to Effectively Talk to Your Customers During a Crisis