Several Arketians snuck out of the office for the May PRSA Georgia luncheon and returned with great insights on the “State of Public Relations Industry” from Rosanna Fiske, chair & CEO, Public Relations Society of America. Fiske covered a number of topics from PR trends to ethics to diversity and how our industry has changed.
In surveying PR pros in December 2010, the top PR trends for 2011 centered around 3 main ideas that, as we too have seen in the first quarter, here they are:
- Reputation management- Aside from the reactive approach of crisis communication, PR departments are proactively managing the reputation of both their brand and their clients.
- Data deluge- Through the increasing consumption of the Web and social media, our clients and their customers are being inundated with information while continuously demanding fresh content daily.
- Rise of mobile PR- As technology advances, mobile devices are decreasing in size and increasing in capabilities. PR must keep up, if not stay ahead, of the industry understanding the wealth of opportunities in this space.
In examining ethics and trust in the industry, Fiske shared some interesting statistics.
PR is estimated to be a $4 billion industry with predictions of an $8 billion industry in 2012. This is expected to lead to more than 2,000 additional jobs in the near future.
If you’re still in the 80’s mind set that PR pros are just a bunch of “flacks,” check this out: The average consumer is exposed to the equivalence of 174 newspapers of data a day. According to Fiske, PR professionals produce about six newspapers worth of work a week.
Aside from the “who owns social media – PR or Marketing?” question, PR tech is an emerging player as there has been an increase of 14 percent in annual budgets for digital PR activities. Not surprising, more than 50 percent of clients are looking to PR for social media projects over ad agencies.
Whether you’re an entry-level professional or seasoned veteran, we hope you’ve found these interesting statistics encouraging. And from the words of Spiderman’s Uncle Ben, “With great power comes great responsibility.”