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This week's chat

October 28, 2014 Transcript of #CommsChat on the PR agency of the future

This week we were joined by @MattCartmell from the PRCA and @DannyWhatmough, chair of the PRCA digital group, as we spoke about the PR agency of the future. We spoke about the way the industry is changing and made predictions about how it will look in 10 years time. Here are some of the highlights:

  •  T2: In 10 yrs, I expect PR agencies to be decentralised, include more freelancers plus different in other ways we can’t foresee!
  •  I think data and digital will be at the heart of the PR agency of 2024
  •  in 10 years will be fully integrated but with deep digital/innovation specialists
  •  Fluctuates, but seems bright talentd ppl currently lured in-house rathr than agency side. This will surely affect future agencies
  •  clients increasingly asking for digital and integrated work as younger generation of brand mgrs emerge

For the full chat see below:

 

 

  1. Great to chat earlier! Thanks.

  2.  

    Tomorrow we’re holding the first PRCA Fellows Agency Management Masterclass at

  3.  

    Oh this eve’s will come in handy as it’s my dissertation topic!

  4.  

    i must be tired. opened up twitter to catch up on and got confused – misread that as

  5.  

    Great – and thanks for all your ideas, lets keep the conversation going with the hashtag

  6.  

    Thanks all. That was a good hour!

  7.  

    Really fun and interesting hour on the future of PR this evening

  8.  

    ": missed most of tonight’s but will be checking the transcript tomorrow – the future of PR sounds interesting." Me too

  9.  

    We’ll be back next week 8-9pm follow for updates on topics and guests. Transcript of tonight’s chat up tomorrow

  10.  

    Thanks all – great discussions, don’t forget to check out the videos here:

  11.  

    We’re keen to continue to drive insights forward – its an important campaign for our PR Council

  12.  

    That’s all for tonight folks, thank you for your thought-provoking insights and a big thanks to our guests

  13.  

    yet we need them to do an effective job

  14.  

    Be interested to hear of other models and whether that works!

  15.  

    clients unfortunately often not set up to succeed digitally

  16.  

    RT : Clients holding agencies back a lot with lack of knowledge and budget silos. Be good to hear their thoughts

  17.  

    chasing budgets that don’t sit in comms is a trend we are experiencing increasingly

  18.  

    Absolutely, and to see how agencies have changed in their eyes

  19.  

    All depends where the budgets sit in an org. We often have to find it and unlock it for PR activities.

  20.  

    And don’t forget to check out those that we have already featured

  21.  

    Clients holding agencies back a lot with lack of knowledge and budget silos. Be good to hear their thoughts

  22.  

    Would love to hear of any agencies you know about that are innovating, challenging the status quo

  23.  

    In which areas do we need to further our understanding so that we are prepared for the future?

  24.  

    Here’s our final topic of the evening T5: What would you like to see covered in the next stages of the project?

  25.  

    Big fan of ‘s approach – learn a lot by keeping an eye on the Gov Comms work

  26.  

    : yes. Which is why we have to demonstrate how we are different. And that is in our approach…. " missing ‘c’ 🙂

  27.  

    exactamundo

  28.  

    painful times ahead for agencies trying to figure out what to do. Larger agencies will struggle to move quick enough

  29.  

    big change right now in gov by . Development is mandatory. Good positive change

  30.  

    certainly seems that way with all the acquisitions lately!

  31.  

    . but with boundaries blurred between paid & earned will there be greater competition for talent from othr areas?

  32.  

    T4: Embrace change but don’t lose sight of fundamentals that will always matter; news sense, relationships, sector knowledge etc

  33.  

    Every agency regardless of channel is adapting or merging which will lead to larger and smaller no of agencies

  34.  

    maybe for specialist digital agencies as integration happens

  35.  

    think this is where in house often falls down. Good people, but are they CPDing?!?

  36.  

    A4. Hiring (talented) digital natives and retaining good talent. Along with that, be flexible to tech changes/industry evolution

  37.  

    … and upskill and educate existing workforces

  38.  

    Hiring great people is absolutely fundamental to the success of PR agencies, always has been, always will be

  39.  

    or at least mutually dependent

  40.  

    T4: What do agencies need to do to make these changes? Will this impact other types of comms agencies too?

  41.  

    everyone should be the head of digital

  42.  

    development must be built in to everyone’s career. Have to invest in staff

  43.  

    Same goes for marketers.

  44.  

    yes. Will never be full experts in everything but should be across enough to initially advise

  45.  

    It sounds interesting. thanks

  46.  

    Managed to miss most of tonight’s but will be checking the transcript tomorrow – the future of PR sounds interesting.

  47.  

    It’s all about that fun title though!

  48.  

    Absolutely agree, huge challenge for all of us to stay central in organisations

  49.  

    ahem, some would say that is what heads of digital do already Mark 😉

  50.  

    Very good point Martin. Although perhaps "fuller" rather than "full". Can anyone offer everything??

  51.  

    Very much agree. Am concerned move to niche/specialist based sector will limit prof development for some thou

  52.  

    No more heads of digital, get a head of innovation. Innovate in media, culture + consciousness. It’s about people, not screens

  53.  

    think we’d be doomed to fail if that happens Neil. We struggle to stay close enough as it is!

  54.  

    both can do it, but challenges exist for both too

  55.  

    all comms pros should be able to offer a full service to clients. Not just one specialism.

  56.  

    Agreed – and we lose ability to watch across our organisations. Takes time to find out whats going on

  57.  

    well he is incredibly wise…

  58.  

    something I’ve tried (not saying I’ve got it right yet) to help do with .

  59.  

    if things shrink further then development will be curtailed.

  60.  

    A3: More access to data/more skilled digital natives (Millennials = workforce), leaves a lot of potential 2 fulfill client needs.

  61.  

    clients increasingly asking for digital and integrated work as younger generation of brand mgrs emerge

  62.  

    Different only in size in the public sector? Things are rather different there.

  63.  

    I can certainly see them also becoming decentralised, based off-site and more freelance based