TREND. report: The PR evolution

Public relations agencies and communication strategists need to reengineer themselves as social businesses to meet client communication needs.

This is a key finding to emerge from a report on the evolution of the public relations industry by trendwatching site, TREND. at, called ‘Social Communications’.

The public relations industry has reengineered itself in recent years to focus on acquiring digital skills to compete with digital agencies in the social media realm, as well as repositioned as reputation management specialists – a core skill needed by communication firms today.

In South Africa, steps to “professionalise” the industry are seen as hugely positive in setting professional standards for PR in the country. A green paper is ready to go before parliament.

“This is the most significant time to be a communication practitioner in South Africa,” says Louise Marsland, Publishing Editor of TREND. and the author of the PR report.

Louise Marsland & MarkLives launches TREND.

MarkLives and well respected marketing and media commentator and editor Louise Marsland have teamed up to launch an exciting new market intelligence resource to the advertising, media and marketing communications industry in Southern Africa.

TREND. brings together the research savvy of Marsland with MarkLives’ cool and sexy take on the modern advertising world. TREND. launched this morning at and will focus on trend forecasting, in-depth reports, insight and analysis relevant to the broader marketing industry.

The site will serve as a central curated resource for local and international marketing and media research as well as create its own unique in-depth reports that sources and charts influential modern trends marketers and their agencies need to note.

As with MarkLives, TREND. will will offer its content free of charge, and will be supported by site and report sponsors. Ornico, Quirk, Machine Agency, 60layersofcake Cape Town and John Brown Media are the founding landing page sponsors for the site.

The first in-depth Dissect report to be published on TREND. focuses on socialising the enterprise. Compiled by Marsland and sponsored by Quirk, the report, which runs to over 11 000 words, sets forth the effects of a socialised consumer base on the modern enterprise. Content is broken in readily digestible pieces for the busy executive.

Social media is not about a suite of social networks and tools writes Marsland. “It is now about the social enterprise, the brand that integrates social across all platforms of engagement. It is about living social.”

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