Former Global Vice President – Group
Communications, Avantha Group
The Future of PR
PR is constantly modifying and developing. The future of PR is predictable- it will be transformative, AI powered, there will be smart decisions based on data, and scripted narratives which will be legally vetted.
Yes this will happen, but I also feel that PR to be effective and authentic will need to look inside and introspect. Probably a mind shift change will be required. Globalisation is here to stay yet the future may be in localised strategies in local voices (not just translations). Instead of general amplification, PR will be personalised, more empathetic and dare I say, compassionate? Standing away from the crowd with broad, general messages to more focussed and targeted messages will have more meaning and impact. The need to showcase and prove the greater good over just profits and concern for the planet will have to be voiced. This is not to take away from quarterly results and profits, but reputation and goodwill will matter even more.
Will this mean taking a stand on things that are perceived to matter? Zomato stood up for social issues and while it was controversial it earned goodwill. The future will call for stands to be taken on social issues and social wrongs. Social advocacy for the right cause will need to be publicly voiced.
The PR professional will have to be resilient, well-educated and well read, be logical as well as creative. These digital natives will use technology well but hopefully technology will not move them farther from their audience but bring them closer.
Legal will partner with PR especially to combat fake news and the like. Managing fake news will continue to be critical as will the tools to manage them. Ethics and authenticity will remain critical. The future PR landscape will be shifting and probably even more dynamic and challenging than that of today.
The future PR professionals will have an interesting playbook but above all they need to remain relevant and agile. In my opinion, these are most important in the future.