{"id":22991,"date":"2015-10-05T15:42:55","date_gmt":"2015-10-05T15:42:55","guid":{"rendered":"https:\/\/www.wearesevenhills.com\/?p=22991"},"modified":"2015-10-05T15:42:55","modified_gmt":"2015-10-05T15:42:55","slug":"krissy-koslicki-by-2030-the-pr-industry-will-be-unrecognisable","status":"publish","type":"post","link":"https:\/\/www.wearesevenhills.com\/krissy-koslicki-by-2030-the-pr-industry-will-be-unrecognisable\/","title":{"rendered":"KRISSY KOSLICKI: BY 2030 THE PR INDUSTRY WILL BE UNRECOGNISABLE"},"content":{"rendered":"

This article first appeared in\u00a0PRWeek<\/a>, 5 October\u00a02015<\/em><\/p>\n

\n

Do you remember life at the turn of the millennium? When print media still ruled, press releases were still sent by fax and Facebook was a glimmer in Mark Zuckerberg\u2019s adolescent eye? It is strange to think that in 2000, the use of words like Twitter, BuzzFeed or even \u2018content\u2019 would likely be met with a blank expression, such has been the rate of change in the comms, marketing and media landscape.<\/p>\n

What if we fast-forward another 15 years? How much of what we take for granted now will seem antiquated, and which of the embryonic trends in play today will have developed beyond recognition? Will PR as we know it even exist at all?<\/p>\n

PRWeek put these questions to the its 30 Under 30 contingent and also to the wider industry through a survey conducted by YouGov. The respondents were a mix of PR agency, in-house and internal comms professionals of different ages and levels of seniority, with a gender split 62\/38 in favour of women (reflecting broadly PR\u2019s gender make-up).\u00a0The issues raised provide a snapshot of where PR may be heading by 2030.<\/p>\n

The end of \u2018PR\u2019?<\/strong><\/p>\n

Let\u2019s start with perhaps the most striking finding of the survey, which suggests the term PR may be confined to the history books by 2030.<\/p>\n

Asked if the expression “PR agency” will be used at all in 15 years\u2019 time, two-thirds of respondents agreed \u2013 either strongly or to some extent \u2013 that it would not.<\/p>\n

Undoubtedly, this is linked to ongoing integration within marcoms. One senior figure who foresees an erosion of the distinction between PR and its sister disciplines is Harris Diamond, CEO of global marketing firm McCann Worldgroup and former chief executive of Weber Shandwick.<\/p>\n

Speaking at the PRCA National Conference last month, Diamond said such an “artificial” distinction “has to go”. “We\u2019re all marketeers,” he stated.<\/p>\n

Diamond said the “specialised skill set” of PR would remain, but added: “What has to change is the concept that we each need our own place at the table.”<\/p>\n

Ketchum Europe CEO David Gallagher takes a different view: “The term \u2018PR agency\u2019 has survived too many assassination attempts for me to see it gone within 15 years. What it means may change, as traditional forms of media continue to develop, but I think the term \u2018PR agency\u2019 will still be in use.”<\/p>\n

Regardless of whether the term is still used, respondents were clear that these agencies will change significantly. The overwhelming majority \u2013 96 per cent \u2013 believed (to a greater or lesser extent) they would be expected to carry out a more diverse range of functions by 2030, as the need to become \u2018content creators\u2019 grows.<\/p>\n

“By 2030 the industry will be unrecognisable to practitioners today. We are already seeing a fundamental shift in the relationship between PR agencies and businesses as the corporate world becomes increasingly transparent and open to scrutiny,” says\u00a0Krissy Koslicki<\/a>, Associate Director at Seven Hills and one of PRWeek’s\u00a030 Under 30<\/a>\u00a0contingent.<\/p>\n

Krissy goes on to say, \u201cWhat this means is that PR can\u2019t just be a delivery mechanism or bolt-on but needs to be at the heart of defining an entire business strategy and mission. For example, the most effective communications campaigns will help to shape policy rather than just explain it”.<\/span><\/p>\n

\u201cOver the coming ten to fifteen years, we will see PR increasingly take a more campaigning approach to effectively define the purpose and wider importance of a brand or individual \u2013 as well as presenting it to the market,\u201d concludes Krissy.<\/span><\/p>\n

To read the full article, please\u00a0click here<\/a>.<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

This article first appeared in\u00a0PRWeek, 5 October\u00a02015 Do you remember life at the turn of the millennium? When print media still ruled, press releases were […]<\/p>\n","protected":false},"author":6,"featured_media":21855,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[271],"tags":[],"acf":[],"yoast_head":"\nKRISSY KOSLICKI: BY 2030 THE PR INDUSTRY WILL BE UNRECOGNISABLE | Seven Hills<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wearesevenhills.com\/krissy-koslicki-by-2030-the-pr-industry-will-be-unrecognisable\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"KRISSY KOSLICKI: BY 2030 THE PR INDUSTRY WILL BE UNRECOGNISABLE | Seven Hills\" \/>\n<meta property=\"og:description\" content=\"This article first appeared in\u00a0PRWeek, 5 October\u00a02015 Do you remember life at the turn of the millennium? 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