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PR in Practice: Future Skills

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Niall Cook
Niall Cook

Slides from lecture at Leeds University Business School MA Corp Comms course, given on Thursday 3 March 2011. Outlines the 10 essential PR skills of the future.

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FUTURE SKILLS LUBS 5437M: PR IN PRACTICE DIGITAL PR
LEARNING OUTCOMES Understand the new skills that will be required for the communicators of tomorrow Link these skills to relevant trends in digital communications Challenge/refine/improve Create the LUBS Future Skills Manifesto
WHAT’S HAPPENING?
http://www.flickr.com/photos/ekarjala/517656319
#2 CONSUMPTION
http://www.flickr.com/photos/lomokev/245793477
WHAT DOES IT MEAN FOR PR? Convergence = THINK differently Consumption = PLAN differently Creation = ACT differently Opportunity AND Risk
http://www.flickr.com/photos/beinshitty/4057368178
#1 HUMILITY Brands are being held more accountable Consumers are asking “what can you do for me”? Balance of power has shifted Be willing and open to be taught by and learn from your stakeholders
http://www.flickr.com/photos/frankenslut/3768165679
#3 HONESTY
#4 CONNECTEDNESS
#5 RELEVANCY
http://www.flickr.com/photos/westrock-bob/3470127478
#7 PARTICIPATION ‚So what is the point of all this? The point is, FORGET YOUR BRAND. You don’t own it because it is literally nothing. You can spend all sorts of time and money trying to manufacture public opinion, but ultimately, that’s up to the public, now isn’t it?‛ - ‘Leroy Stick’, the man behind @BPGlobalPR
http://www.flickr.com/photos/enovember/4145892964
http://www.flickr.com/photos/raymklee/5444125818
OTHERS? Empathy Perspective „Findability‟ Creativity Tenacity Bravery Analysis Trust Customer service
GROUP EXERCISE: REVIEW Review these skills and others Discuss, challenge and change Return and make your case Reconvene in 30 minutes
GROUP EXERCISE: MANIFESTO 10 groups, 10 skills Discuss the skill – objectives, barriers and opportunities Come up with a 140 character (including spaces) pledge for that skill for the LUBS Future Skills Manifesto
MANIFESTO “XXXXX is an essential PR skill of the future because…” 140 characters 15 minutes

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PR in Practice: Future Skills

Notas del editor

  1. Convergence:TechnologySocietyTrust
  2. Media consumption is changingFrom Ofcom’s 2010 Communications Market Report
  3. Big numbers keep increasing85 million + LinkedIn profiles150 million + blogs200 million + Twitter users400 million + Facebook users2 billion YouTube videos watched
  4. Cannot teach old dogs the new tricks of PR – inherently analogue learning to be digitalFuture of PR lies with the communicators of the future, not those of the past
  5. Internal and external
  6. Sharing