Adam Tuckwell, Mobas' Head of PR and Social & Joint Chair CIPR East Anglia, shares his predictions for issues and trends impacting PR as part of #PR2017, the CIPR's free 25-page guide to the key trends, issues and opportunities impacting public relations in 2017:
Whether it’s the automation of tasks, the shift towards contributor marketing, greater levels of knowledge-sharing or the advances in measurement practices, the PR landscape continues to evolve as the industry modernises in the face of a changing world.
Having consulted with fellow members of the CIPR East Anglia committee, we believe that PR in 2017 will be defined by two key themes; a growing influence of practitioners outside of London and, secondly, an acceleration in the pace of which PR pros need to upskill as the lines between PR, digital and marketing continue to blur.
Can London be toppled?
East Anglia has historically prospered thanks to successful long-standing industries such as tourism, agriculture, and professional and finance services. While those sectors continue to thrive, the region is now home to some of the biggest, brightest and best technology, medical and scientific companies in the country, which will continue to offer huge growth opportunities for communications professionals in 2017 and beyond.
The foundations are already well established, with good transport links, a talented and well educated workforce and high levels of investment. Sitting in the centre of our region, Cambridge has just received the prestigious crown as the most vibrant economy in the UK by accountancy firm, Grant Thornton. According to the Cambridge Cluster Map, there are more than 21,000 businesses located within 20 miles of the city, with annual turnover of £33bn. With global giants like AstraZeneca relocating to the region, ARM building a new headquarters, and the launch of The Cambridge Norwich Tech Corridor’s 15-year vision, to create £558m in economic growth in and between the two cities, there are plenty of opportunities for local practitioners and agencies to benefit.
East Anglia boasts just seven per cent of the country’s practitioners, but the potential for growth is significant for those working the region. At the close of 2016, Miles Young, UK CEO of Ogilvy PR, has urged his staff to leave its "ivory towers" and connect with Britain outside of the M25. A view, I’m sure, will be shared by practitioners up and down the country. While London firms continue to dominate PR awards and revenue earning tables there are key growth areas outside of London who can benefit and there is a huge appetite among practitioners in this region to challenge the perception that successful businesses should look to London for support and talent. 2017 could well be the year that the balance shifts in favour of regional practitioners.
Standing still will result in getting left behind
Our industry is modernising, the media landscape is becoming increasingly digital, and integrated communications have become the norm. PR is currently experiencing a significant challenge as communication channels change and the way in which audiences access information continues to evolve. But PRs shouldn’t be afraid of these changes, afterall, standing still can be fatal for your career.
The lines between PR and Marketing are blurring, and practitioners need to be able to upskill to stay ahead. Nowhere is this more prevalent than the importance of video. Video has grown to become an integral part of content for social, email and digital campaigns and this will certainly develop as a key trend in 2017. Videos are simply an easier way for consumers to get a vast amount of information in a short amount of time. According to Moovly, in 2015 online videos accounted for 55% of all mobile traffic and by 2020 this should rise to an enormous 75% - meaning by 2017 visual storytelling will be watched and searched far more than ever before. Whilst we don’t all need to rush to become video editors, it is vital that practitioners understand how it should be used and incorporated into our communication plans. If you are going to invest in one for your professional development this year, make it video. We need to embrace change and stay one step ahead to make sure Robert Phillips’ prophecy does not come true.