What are the trends of Public Relation in this connected age? What are the challenges faced by PR practitioners? This deck was developed in 2016 for presentation purpose in a convention.

1. “Trends and Challenges”
PUBLIC RELATIONS
Oct 2016

2. “There is nothing wrong with change, if it is in the right direction.”
-Winston Churchill

3. Source: https://flic.kr/p/oXp3tN
Back then,

4. Source: https://www.pexels.com/photo/man-using-stylus-pen-for-touching-the-digital-tablet-screen-6335/
these days

5. Source: https://upload.wikimedia.org/wikipedia/commons/thumb/6/6d/Nine_Network_cameraman_and_reporter_at_the_Welcome_Home_parade_in_Sy
Back then,

6. Source: http://cdn.cultofmac.com/wp-content/uploads/2015/09/iphone_reporting001.jpg
these days

7. Credit: Newton Daly Digital Vision Getty Images
Source: https://www.reference.com/health/many-calories-burned-watching-television-one-hour-7d200122ea3c1d36
Back then,
I need to follow
TV schedule and make time

8. these days
Source: http://www.digitaltrends.com/home-theater/nielsen-tv-viewership-decline-netflix-kills-traditional-tv/
I choose my own entertainment
and when to watch them

9. What is happening?
Thanks to internet

10. Information is everywhere.
We are bombarded
with news, information..
INFORMATION
OVERLOAD
Source: internalcomms.alert-software.com

11. we have the power
to select
Source: https://www.pexels.com/photo/fashion-person-woman-hand-4970/

12. Source: http://img11.deviantart.net/2663/i/2005/047/b/5/face_in_the_crowd_by_smashmethod.jpg
thus, it’s harder (and easier?)
to gain exposure

13. Everyone can be ‘expert’

14. What does it mean?

15. From Practitioner POV
http://www.doz.com/cms/wp-content/uploads/2014/05/online-profile.jpg
http://1106design.com/wp-content/uploads/2014/11/social_media02_sml.jpg
There are many channels,
need to be omnipresent
to reach audience.
Different channels = different approach.
More noise to cut through.
It is not only us who can ‘talk’
about our brand.

16. From Practitioner POV
More “noise” to listen
to, need to sort
through all the noise.
http://www.passiveprofitmodel.com/wp-content/uploads/2015/09/How-To-Automate-Social-Media-Listening-With-Mention.jpg

17. Connectivity
Reduce reliance on
‘traditional sources’
Develop Integrated
communication
(Integrated marketing)
reaching audience where
they are.
Mobile connectivity, with
technologies, new
gadgets, internet of things
(IoT) will be new
possibilities.
The lines between PR
and advertising will blur
more rapidly.
http://www.wpp.com/wpp/marketing/publicrelations/the-5-cs-of-communication-trends-for-2015/

18. Culture
Corporate Culture: authenticity, transparency, leadership and corporate purpose.
Most importantly, corporate Purpose has to be truly lived and breathed by the company – and then
communicated. This also relates to the importance of Internal Communication, and how
empowering employees to be corporate ambassadors.
Millennials (75% of the global
workforce by 2025) prefer working for
firms that are leaders in disclosure,
emphasising once again the necessity
for Transparency.
Corporate Purpose is also a big
consideration for millenials.
http://www.wpp.com/wpp/marketing/publicrelations/the-5-cs-of-communication-trends-for-2015/

19. Consumer
Who are we talking to?
Millennials and the Gen-C, the connected generation.
Deep look at consumer insights. Targeting the audience.
http://www.wpp.com/wpp/marketing/publicrelations/the-5-cs-of-communication-trends-for-2015/

20. Creativity
It’s not enough for us to come up with great content that is true to corporate purpose,
we must also be creative about the means of delivering this content.
Storytelling
Visual/image-led communication
Brand transparency/authenticity
Social good
Digital
http://www.wpp.com/wpp/marketing/publicrelations/the-5-cs-of-communication-trends-for-2015/

21. Crisis
Crisis planning, must consider fast paced new media and the integrated ecosystem in
communication.
http://www.wpp.com/wpp/marketing/publicrelations/the-5-cs-of-communication-trends-for-2015/

22. PR People will Become
Smarter Business People.

23. Thank you.