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Uncertain Economic Times Require Smart Approaches to PR

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Much uncertainty remains about what will happen next in the public relations industry. As I wrote in a recent column, that uncertainty doesn’t mean those in the industry can’t make some predictions about what to expect. Silos will continue to fall, as the C-suite elucidates that it cares more about who has the best idea, then who will carry it out. Journalists will continue to leave the profession earlier than they intended, providing a wider pool of potential applicants for public relations jobs.

With the economy being the dominant news arc for the foreseeable future, public relations pros with MBAs or, at least, serious business acumen will have the opportunity to ascend much quicker in organizations than colleagues who pride themselves on a fat Rolodex. In these perilous times, all professionals and organizations are going to have to resort to careful measures to ensure those entities remain solvent and successful.

But there is plenty of opportunity for those who can anticipate trends and take a risk. Our upcoming one-day event, Next Conference, will be one place where such forecasting will take place. Featuring keynote speaker Robert Thomson, editor-in-chief of the Wall Street Journal, as well as panels on the future of the in-house team, content, CSR, global branding and others, attendees will be treated to deep discussions about where the world is heading. Register here.

Keith O’Brien, editor-in-chief, PRWeek, is responsible for the strategic editorial direction of the title, including the print, Web site, PRWeek Contact and other extensions including events.

Join O’Brien at PRWeek’s Next Conference: A One Day Summit on the Most Important Trends in PR on November 19, 2008 in New York, NY!

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Keith O'Brien

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