Typically I would've been putting out this forecast on PR trends last month, but I think it's safe to say that the economy is turbulent and therefore what may be a great business and PR strategy one day may not necessarily work months down the line. While everyone may be all doom and gloom about the current state of public relations, I remain an eternal optimist and think that success lies in being educated, creative and having a willingness to let the diversified background of your team make you collectively stronger to meet your clients needs.
1. The spotlight can no longer shine on just one star, 2009 is about teamwork. Sure, we all have that one employee who is so amazing that everyone wants to emulate them, but look close enough, and you will find that each one of your staff has incredible talents, that collectively, make your firm a powerhouse. Find ways to help your staff let those talents emerge and yes this may take some investment of time by upper management to really identify each of your team members strengths (and weaknesses), but in this economy our best weapon is from within our own resources.
2. Education equals vitality. No one can be ignorant any longer to the shift in the way the public consumes news and researches/purchases products. Everyone everywhere is looking to make cuts in their budgets, but educating your team should be considered a priority and not something that can be put on the backburner until the economy pinks up. Our industry will need to keep up to speed on how to work with and remain flexible during this time of transition.
3. Clients will need to be educated on digital media. I use digital media to be the umbrella for everything online from digital magazines, to websites, to podcasts, to blogs, to life streaming to social media. Traditional brands do not want to let go of print. While print still plays an important role in the relationship with the public, digital is now surpassing it. Social media is not the future, it is NOW. Clients want hard statistics and measurable ROI and hesistate because digital is hard to quantify. However--if they are not being educated and becoming actively involved in this platform I can guarantee their competitors are.
4. Creativity will be key. The status quo is dead. We need to rid ourselves of the monotony that sometimes comes with day to day activites of being in PR. Take risks, take chances, be bold, be brilliant but please don't just sit there and mass email pitches and call it a day. Look for ways you can collaborate or partner with others. Dream big and be proactive because anyone still playing it safe will be left in the dust this year.
5. Employee morale will make or break you. Productivity is directly tied to employee morale. If your team isn't happy then you can expect less than stellar quality work. Our industry complains that it can't retain top talent for the long term. In a time when Generation Y feels job hopping is normal, consistent team building and recognition can go a long way to helping to keep them focused, productive and not looking on the other side of the fence.
Have a tip of your own? Please be sure to mention it in the comments.
Posted by Shannon Nelson on January 6, 2009 9:58 AM
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