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This week's chat

June 13, 2014 Transcript of #CommsChat on the future of comms pt 1.

In the run up to next week’s #futurecomms14 event we were joined by @AdamCranfield from @mynewsdesk to ponder the future of communications. It was a heated discussion that covered everything from qualifications, to the changing face of journalism, to the impact of technology. Also take a look at this fantastic Storify from @gabriellenyc.

  • @dbreakenridge Content decisions will be based on both previous performance & creative real time content needs.
  • @ncardwell I’m not sure. I think understanding people and ability to tell powerful stories will always be top skill for comms people
  • @adamcranfield I personally can’t see paid journalism dying out, but a much larger % of journalists will be employed by “brands”.
  • @NicDaviesUley world where PRs outnumber journalists isn’t right, need scrutiny, independence, challenge. I love a tough sell-in!
  • @Laura__Bates  Having got degree in PR/Journalism i don’t think it’s essential. Nothing beats wk exp. Better internships/opps is key

To read the whole conversation:

 

  1. That brings our very exciting to a close! Hope to see you all at next week for much more of the same

  2. Having well rounded view, historical perspective & understanding (incorporating news & current affairs) helps.

  3. That sounds really interesting … psychology, sociology, communications … they are all intertwined.

  4. a good topic for further discussion. Look forward to seeing you next week at

  5. T4: when I joined 1st agency it wasn’t aspect of recruitment/development, we needed a good relevant degree, but it is now

  6. things always work different in practice than in theory! I believe u have 2 live 2 b credible

  7. A5. Trained as an engineer and PR degree. Worked for me.

  8. possibly also needs a bit of psychology. Never thought philosophy would be so useful

  9. A5: But I think the perfect blend is if you can work while gaining further qualifications. The UK norm is a bit odd really.

  10. If you’re good, you’re good. I suppose it’s as simple as that. And on that note – look forward to meeting you all!

  11. Yes, defining, understanding and then taking the educational route that suites you best.

  12. philosophy and PR are basically the same thing: persuading someone else of your idea

  13. I’m an admirer of the IABC accreditation model.

  14. A5: Well my degree was in experimental psychology and you can take ideas from anywhere.

  15. Personally, I’d rather have someone who’s got bags of hands on experience. Only so much you can learn from a book

  16. I’ve really enjoyed the this evening, looking forward to continuing the discussions at

  17. It sure does and in most cases, one party will end the relationship. Not productive for anyone.

  18. A5: I speak from experience with a BA philosophy, MA marketing and diploma – the philosophy degree is the most useful

  19. Amen! RT A5 I’m all for education & continuing studies … but today learning can come in many different formats.

  20. Employ an unqualified accountant with a calculator?? why us then?

  21. As says CPD important – learning whilst doing and adapting to rapidly evolving environment as we go

  22. agree 100%. Need to define what ‘qualifications’ means.

  23. Although qualifications are increasingly important nothing beats hands on work experience in my book

  24. T5: a good, non-comms degree (arts, science, whatever) equips you much better with analytical and communication skills

  25. CIPR in the UK is trying to do this with continuing education and best practice. We have to differentiate to be a profession.

  26. RT A5 I’m all for education & continuing studies … but today learning can come in many different formats.

  27. I don’t think so. Though definitely a need to drive up standards.

  28. A5 I’m all for education & continuing studies … but today learning can come in many different formats.

  29. Having got degree in PR/Journalism i don’t think it’s essential. Nothing beats wk exp. Better internships/opps is key

  30. T5: CPD, Quals are important but so is experience – whether professional or just of life, both central to good comms

  31. I think prof Q’s would be step in the right direction in many cases – but not all. We need a breadth of talent with varied skills

  32. And may I say that we’re delighted that , esteemed purveyor of , is also our media partner for !

  33. I think quals help quantify skills and knowledge.

  34. true but most of my staff do – journo/PR etc imp. media law

  35. depends on sector. We oversee Entertainment and very few if any have comms qualifications. That won’t change

  36. RT : no, I think it is more about having the right skills and attitude.

  37. Chemistry is key RT : And chemistry RT A4 it also comes to down to a culture match btn client & agency

  38. A5. Pros will be required to have accomplishments, to have a legacy of getting results and moving the needle

  39. A5: Maybe not, but I hope they’ll be put to the test first. Too many poorly written CVs pass my desk. No excuse!

  40. T5: A very good question. If quals help differentiate professionalism, then yes, essential.

  41. Agree with many contributors on this, it’s the effectiveness & the results that determine value for money – size inconsequential

  42. Before you all explode from hypertweeting disorder, don’t forget is next week!

  43. probably – or need to show commitment to continued training and development

  44. only a woman would dare to write this in a tweetchat: RT : A4: Never about size, always about results

  45. Absolutely! RT my vision is for comms specialists to own the bought space as well as the earned

  46. Final topic of the night T5: Will comms pros be expected to have comms qualifications from a university or professional body?

  47. That chemistry is so important. Even when there’s 2 agencies w same resources, it’s comes down to who you like.

  48. my vision is for comms specialists to own the bought space as well as the earned

  49. RT A4 its about evolving & adapting to the landscape and using new tools, methods & platforms not to do with size

  50. And chemistry RT A4. In addition to client needs, it also comes to down to a culture match between client & agency

  51. Also agree on move towards commentary in place of journalism. Do worry readers don’t understand differences between two

  52. A4 its about evolving & adapting to the landscape and using new tools, methods & platforms nothing to do with size

  53. RT A4. As long as they’re agile, size doesn’t matter. (Not a euphemism!)

  54. A4: Smaller agencies can definitely win big work, as long as they know their strengths.

  55. A4: should always have questioned this, not necessarily linked to size, some brands will always want to use big agency brand

  56. T4: Client, niche and sector-specific offerings will be what brands look for – can be delivered by big and/or small agencies

  57. Agency or in house – should always be looking 4 cost effectiveness & spending budgets, whatever size, wisely.

  58. A4. In addition to client needs, it also comes to down to a culture match between client and agency.

  59. . A4 I’m happy to put my fees up to large agency prices… oh wait… 🙂

  60. look at media agencies vs comms. Traditional media seemingly unencumbered. Comms agencies always questioned about ROI

  61. A4. As long as they’re agile, size doesn’t matter. (Not a euphemism!)

  62. 2/2 …papers have enough staff to send. This is a shame for local communities missing out on true democracy.

  63. Ahaha not as bad as me! After chat about PRs & data analytics skills I then tweeted out 1 in 4 being = to 20% :/

  64. Q4: Will brands question value for money large agencies offer given results small agencies can achieve using comms technology?

  65. A4. Some will, some won’t. Smart ones are looking for better value that is authentic, immediate, effective.

  66. A4. Big, medium, or small agencies … they all bring different resources to the table. Depends on the organization’s needs.

  67. 1/2 It’s fading if not dying on local rags. As a cub rprtr I attended loads of council mtgs. Hardly any…

  68. Apologies for delayed answers Tweetchat crashed !!

  69. Missed Q4, can’t find it, would someone mind RTing it? Thanks!

  70. Asking that question can never be bad. Smaller ags HAVE to be creative & look for new ways to engage – not complacent.

  71. A4 and value the in house creativity and team

  72. A4:… if the agency team is passionate about the client brand then results will flow, whatever the size or set up of the agency

  73. A4: Value for money must come in the form of results and impact, not just wacky ideas. I’d pay for that mix!

  74. Wondering how a changed landscape in 10-20 years will influence old labels like ‘journalism’

  75. shouldn’t they always be questioning value for money?

  76. A4: don’t they question this already? I choose agencies on their passion for and nothing else…

  77. RT : that would be a travesty. Impartial investigative journalism is essential in our society

  78. . And why they have to be transparent & protect their reputations to maintain audience trust.

  79. RT that would be a travesty. Impartial investigative journalism is essential in our society

  80. Oh the irony…talking digital/the future of comms and your WiFi is being pants.

  81. Hence the proliferation of commentators & surplus of old-fashioned reporters (speaking as freelance journo)

  82. You are a man of many talents! Looking forward to the episode 759.

  83. . Another reason bloggers and independent advocates are important

  84. RT I tell you, is the multitasking-future-communicator par excellence! < too kind 🙂

  85. Journos work with you on press/pr relations & abide by crtn publication rules. Makes for productive working rltnshp

  86. world where PRs outnumber journalists isn’t right, need scrutiny, independence, challenge. I love a tough sell-in!

  87. Can’t see media landscape being completely brand-led either. A move towards more single author outlets on specific niche perhaps

  88. that would be a travesty. Impartial investigative journalism is essential in our society

  89. I tell you, is the multitasking-future-communicator par excellence!

  90. T4: Will brands question value for money large agencies offer, given results small agencies can achieve using comms technology?

  91. I agree & personally love to consume content. Sometimes it’s media snacking & other times long form. !

  92. Agreed – RT : Journalists will help brands to create the stories that grab, build and retain audiences

  93. Serious multitasking here with one eye on and the other on finalizing production of episode 759. Show coming soon!

  94. Brands should tell their own stories. But we must also hear independent, thoroughly researched opinions.

  95. Bad news IMO. In-house publications viewed more like propaganda when there’s no ‘real’ news out there.

  96. Journalists will help brands to create the stories that grab, build and retain audiences

  97. A3. No, just the channels. Groups all over the world striving for this

  98. ahah well I thought it was an interesting finding which seemed to go against the convo 😛

  99. A3. In that case no. RT People who are journalists for their careers, but who aren’t paid for by an organisation

  100. 50 years is a looooong time. Think about how people receive information and how much it has changed in 5 yrs

  101. Great to hear, Ben. A lively discussion going on about the Future of Comms.

  102. I have never seen that as essential- PR jobs so much more than just press. People come from many backgrounds

  103. Continue to decline, yes. But die out, no. People love to read, but very few publish – someone has to provide content to consume

  104. RT : I can’t see it disappearing just hopefully changing and adapting

  105. Grazie! People who are journalists for their careers, but who aren’t paid for by an organisation

  106. Now that I’m aware of I’d be happy to participate in future discussions.

  107. A3 – Our news media is owned by a few powerful people – Digital has made independent storytelling available again imho

  108. : I think (hope) there’ll always be a need for paid for, independent journalists to make sense of it all! ” < there is!

  109. A2. Data scientists/analysts need to be in a position of influence within comms depts to help drive change

  110. I can’t see it disappearing just hopefully changing and adapting

  111. Yes, we need to make sense of all of the media “noise” out there.

  112. A3: Although the most successful commentators will win on trust – paid or unpaid

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