Editor’s note: This is the 12th in a series of 12 guest posts from industry thought leaders predicting key trends that will impact the public relations industry in 2013. Hosted under the hashtag #PRin2013, the series began Jan. 7, 2013, with a compilation post previewing some of the predictions.

You know how the end of the year typically brings about a slew of “what’s next” and “10 things to look forward to…” type of posts? I’ve never written one of those, since I’ve always felt I’m incredibly bad at making predictions.

Continue reading " Measurement, Management and the Media Consultant: PR Predictions for 2013 "

Editor’s note: This is the 3rd in a series of 12 guest posts from industry thought leaders predicting key trends that will impact the public relations industry in 2013. Hosted under the hashtag #PRin2013, the series began Jan. 7, 2013, with a compilation post previewing some of the predictions.

PR going global

A Canadian practitioner being invited to contribute to PRSA’s 2013 trends series is one example of PR globalization!

Another is a South African-born former employee of USA headquartered Goldman Sachs publicly declaring—through global media (I heard Greg Smith on CBC Radio)—on the greed-obsessed, uncaring culture of the London, England-based arm of the financial titan.

Continue reading " Global PR and internal communication trends for 2013, paywalls and pragmatism…and more "

Editor’s note: This is the 2nd in a series of 12 guest posts from industry thought leaders predicting key trends that will impact the public relations industry in 2013. Hosted under the hashtag #PRin2013, the series began Jan. 7, 2013, with a compilation post previewing some of the predictions.

As we kick off a new year, our industry can expect plenty of change and challenge to navigate, but even greater opportunity to leverage.  Here’s my take on a few of the trends that will shape what’s next.

Continue reading " What’s Next: Predictions for Public Relations In 2013 "

2013 is the first year since 1987 with four unique digits, but will it be as unique as its numerical configuration? With that question in mind, we once again bring you our annual PR industry prognostications.

This year we feature contributions from 12 creative thinkers who represent various facets of the PR industry. We asked for their insights into the trends they believe will fundamentally change the PR industry in 2013.

Below is a compilation of the thoughts of our first five contributors. Their full blog posts, and those of the remaining eight contributors, will appear throughout the month of January.

Continue reading " #PRin2013: Top Trends to Look for in Public Relations During 2013 "

Editor’s note: This is the fourth post in a series of guest commentary pieces from PRSA 2011 Leadership Assembly Delegates focusing on five key strategic areas within the public relations profession.

Public relations professionals need to build greater credibility through better measurement. That’s the assessment made by a group of senior public relations professionals at PRSA’s 2011 Leadership Assembly in Orlando, Fla.

It’s no secret that public relations professionals have long desired a quick and standardized method for measuring the value of their work. We still use advertising equivalents that are problematic, but alternatives are often very costly. Public relations professionals need more statistical training. For example, is it possible to distinguish public relations from other strategies through regression analysis?

Another challenge is trying to identify those crises or other organizational issues that do not occur as a result of public relations efforts. In these cases, can the organization compare itself to similar ones within an industry? An additional issue is return on investment pressures that focus on short-term results when measurement should really be occurring six or twelve months later.

Former PRSA Chair Michael Cherenson, APR, Fellow PRSA, noted one way to address the need to increase statistical courses for business and public relations students is through PRSA’s outreach to MBA programs. The group discussed a possible certification in statistical analyses and how it might be instituted. In addition, the delegates said we often discuss measurement, but not specific application of it. Additional initiatives might include specific Silver Anvil awards focusing on measurement and evaluation.

Continue reading " Measurement as a Path to Credibility for PR "