On Wednesday, October 25, Daniel Tisch, CEO of Canada's own Argyle Public Relationships, will kick off CPRS's professional development series, with the event The Future of Public Relations. This informative talk will focus on the present and future of technological, trending, and expanding opportunities (and potential complications) within the realm of PR, as well as how industry professionals can make the most of what's around the corner in PR and communications. Below Tisch gives us a sneak peek of what to expect at the event.
What can attendees expect to learn at the "The Future of PR"?
In this era of endless content, fake news and a loss of trust, what are the risks facing ethical public relations professionals, and their clients and employers? What are the opportunities? These are questions that I seek to answer in a new discussion paper for the Canadian Public Relations Society, drawing on interviews with senior public relations practitioners and academics, and a survey of recent publications from researchers, consulting firms and other sources. I’ll be sharing my findings and perspectives with attendees, and look forward to our dialogue about how the megatrends shaping PR – and their implications – are changing PR professionals’ day-to-day experiences.
In your opinion, how have newer technologies and strategies changed the landscape of the communications and public relations world?
Technology has changed PR – forever, and mostly for the better.
Access to global publishing power via the social web has empowered each of us as citizens and consumers, creating new risks to organizational reputation, and new challenges for organizational communication. Organizations benefit from this empowerment, too, enjoying new, low-cost access to ‘owned media,’ which presents new opportunities to create content and build relationships with key publics. However, the explosion of content available to all of us has created what writer Mark Schaefer calls content shock, “the emerging marketing epoch defined when exponentially increasing volumes of content intersect our limited human capacity to consume it” – let alone “engage” with it. In addition, disintermediation and the endless torrent of free content have decimated the revenue and ranks of modern journalism. Finally, the rise of artificial intelligence means a lot of ‘tactical’ PR functions will eventually be automated – creating an imperative for professionals to think, and act, as strategists more than tacticians.
What does "the future of PR" mean to you?
To preview one of my biggest findings, I believe the future of PR isn’t just about content; it’s about relationships. The social web has energized public relations, and mastering its use to manage issues and relationships online has helped professionals break out of the media-relations ‘box,’ taking on new roles as ‘content marketers.’ However, given the implications of content shock – coupled with the prospect of artificial intelligence driving both content creation and marketing – PR cannot risk being about content alone. PR must claim higher ground: that of being stewards of the organization’s relationships and reputation with each of its publics. Relationship capital has unprecedented value to executives and organizations; and the growth in data to measure real-time and long-term impact on public attitudes and behaviour presents a compelling opportunity to measure this value.
Event Date and Time
Wednesday, October 25th, 2017
6:30 PM - 8:30 PM PDT
SFU Harbour Centre - Room #1400 (Main Floor)
515 West Hastings Street, Vancouver