Public relations is changing in front of the industry’s eyes, and it is important to stay on top of trends and developments to stay relevant. Agency president Stefan Pollack provided five key takeaways from the 2019 Global Communications Report, which was released earlier this month and conducted by the USC Annenberg Center for Public Relations with support from the Worldcom Public Relations Group. Whether it be for clients, agencies, or industry professionals on the whole, these takeaways provide nuanced and forward-thinking insights on not only PR but technology, marketing and digital media. Check out the first takeaway below, and click here to view all five of Pollack’s tips.
1. A continued move to integrated communications with a focus on planning and creativity
One of the most important trends in our industry is the continued integration between PR and marketing. Integration is causing structural changes inside organizations, agencies and holding companies, alike. As a result, agencies are changing their hiring practices and are steadily moving to employing more creatives and planners.