by Emma King (@EmmainSA) I can’t tell you what this year’s big business start-up or new social media phenomenon will be (oh, that I wish I could). But we can look at current trends and begin to plan around what we know will happen, so here are my thoughts on the big things we will see in 2013, and how we can prepare our businesses.
1. PR gets (way) more important Emma King
We’ve said this for a long time, but it’s never been truer. In a time of change, it’s important for businesses to manage their reputation efficiently, build relationships, and communicate clearly about what they are doing and why. Corporates realise that these practices need to be built into their very way of working, rather than trying to stick PR Band-Aids over their fundamental business issues.
It’s heartening therefore to see PR entering the boardroom, as with the recent rise of SABMiller’s ex-corporate affairs chief, Sue Clarke, to European MD. It’s recognition that reputation has a very real impact on the bottom line.
Hand in hand with this comes further collaboration between disciplines. I’ve already spoken about the need for integration, and for PR t to sit within creative planning, rather than stuck on as an afterthought here [link to previous article].
Communications professionals arebecoming increasingly responsible for managing the minute-to-minute face of a brand or business – and they cannot do this within virtual silos. Collaboration of talent and experience, irrespective of job titles or department, is crucial for brands to thrive in our super-connected future.
What does this mean for us? Experienced and heavy weight communications professionals need to be included in planning, and have an impact in the boardroom. Those businesses that strike it off a ‘nice-to-have’ rather than an essential, or, even more worrying, entrust their communications to a lightweight PR manager or junior social media intern, do so at their peril.