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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.  12 hours ago

    Great to chat earlier! Thanks.

  2.  
     13 hours ago

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

    2 retweets1 favorite

  3.  
     13 hours ago

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

    1 favorite

  4.  
     13 hours ago

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

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  5.  
     13 hours ago

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

    3 retweets1 favorite

  6.  
     13 hours ago

    Thanks all. That was a good hour!

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  7.  
     13 hours ago

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

    1 retweet

  8.  
     13 hours ago

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

    1 retweet2 favorites

  9.  
     13 hours ago

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

    1 retweet1 favorite

  10.  
     13 hours ago

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

    2 retweets2 favorites

  11.  
     13 hours ago

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

  12.  
     13 hours ago

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

    1 retweet

  13.  
     13 hours ago

    yet we need them to do an effective job

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  14.  
     13 hours ago

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

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  15.  
     13 hours ago

    clients unfortunately often not set up to succeed digitally

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  16.  
     13 hours ago

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

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  17.  
     13 hours ago

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

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  18.  
     13 hours ago

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

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  19.  
     13 hours ago

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

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  20.  
     13 hours ago

    Ome for those in is it time to ditch the cold call pitch?

  21.  
     13 hours ago

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

    3 retweets2 favorites

  22.  
     13 hours ago

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

    3 retweets2 favorites

  23.  
     13 hours ago

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

  24.  
     13 hours ago

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

    1 retweet

  25.  
     13 hours ago

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

    3 retweets

  26.  
     13 hours ago

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

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  27.  
     13 hours agoWandsworth, London

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

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  28.  
     13 hours ago

    exactamundo

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  29.  
     14 hours ago

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

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  31.  
     14 hours ago

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

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  32.  
     14 hours ago

    certainly seems that way with all the acquisitions lately!

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  33.  
     14 hours ago

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

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  34.  
     14 hours ago

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

    3 retweets1 favorite

  35.  
     14 hours ago

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

  36.  
     14 hours ago

    maybe for specialist digital agencies as integration happens

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  37.  
     14 hours ago

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

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  38.  
     14 hours ago

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

    1 retweet

  39.  
     14 hours ago

    … and upskill and educate existing workforces

  40.  
     14 hours ago

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

    4 retweets

  41.  
     14 hours ago

    or at least mutually dependent

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  42.  
     14 hours ago

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

    1 retweet

  43.  
     14 hours ago

    everyone should be the head of digital

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  44.  
     14 hours ago

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

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  45.  
     14 hours ago

    Same goes for marketers.

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  46.  
     14 hours ago

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

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  47.  
     14 hours ago

    It sounds interesting. thanks

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  48.  
     14 hours ago

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

    2 retweets1 favorite

  49.  
     14 hours ago

    It’s all about that fun title though!

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  50.  
     14 hours ago

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

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  51.  
     14 hours ago

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

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  52.  
     14 hours ago

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

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  53.  
     14 hours ago

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

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  54.  
     14 hours ago

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

    2 retweets1 favorite

  55.  
     14 hours ago

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

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  56.  
     14 hours ago

    both can do it, but challenges exist for both too

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  57.  
     14 hours ago

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

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  58.  
     14 hours ago

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

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  59.  
     14 hours ago

    well he is incredibly wise…

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  60.  
     14 hours ago

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

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  61.  
     14 hours ago

    if things shrink further then development will be curtailed.

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  62.  
     14 hours ago

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

    1 favorite

  63.  
     14 hours ago

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

    View conversation4 retweets2 favorites

  64.  
     14 hours ago

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

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  65.  
     14 hours ago

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

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