According to a recent Holmes report, only 27% of agency professionals think the term “public relations” will describe their work in four years. In addition to this capacity, the role is poised to evolve into one that encompasses much more than publicity and media outreach.
Below, seven agency executives from Forbes Agency Council share a few of the ways we will come to view public relations practitioners in 2020 — and what these newfound duties will entail.
1. PR Engineering
What “public relations” alone does not imply is the multitude of skills necessary to ensure strategic positioning and personification of a company (people hear it and think “media relations”). “PR engineering” is more accurate given its implied inclusion of the skills necessary to create and publish owned media, and strategically manage earned media, events, influencer marketing, etc. – Rebekah Iliff, AirPR
2. Public Interest
Sources for news and content are multiplying daily. Our job as communications professionals is grounded in being able to identify and compose compelling narratives for brands. It’s increasingly important to be more discerning about how to capture the public’s attention, and ultimately their interest. We’ll see content forms changing drastically: After all, it’s about being captivating and succinct. – Taryn Langer, Moxie Communications Group
3. Brand Storytelling
The platforms will change, the audiences will move and the mediums will evolve; however, the core of what we do (and what we’ll always do) is develop an effective story. Long or short, funny or dramatic, audiences will forever connect with compelling stories before fluff. – Chris Carter, Rep Interactive