A Star to Sail Her By

PR Predictions

Mark W. McClennan, APR

SVP, MSLGROUP

Chair-Elect, PRSA National

@McClennan

Three things to discuss

What will change in PR in 2015?

What will stop in PR in 2015?

How tech will change PR

Let’s look at some other predictions• The world has changed today we are

one intellectual village

• We are one

• This will all amount to nothing

• We are deluged with too much information

• Newspapers must submit to destiny and go out of business

• It is now the essential means of all business transactions

• New types of crime are occurring every day

1840sThe invention of the telegraph

The PR industry is at an inflection point

InkHouse Media

The next generation agency doesn’t exist yetMore like ad agency crossed with a TV Newsroom

News Cycles Will Compress Further“We are no longer dealing with a 24 hours news cycle. We are dealing with a 24 second news cycle.”– Mike McDougall, Bausch & Lomb

Digital media can rapidly escalate and amplify small crises into major global issues. Monitoring and managing for potential crises requires a disciplined, multidisciplinary approach

ICYMI New Word for 2015

5000+ Social Media Crisis

Quest for experiential will reach new heights

Puppies and kittens will remain popular

Kim Kardashian

willbreak the internet

shutterstock Helga Esteb

2015: The year of measurement and analytics

Global vs Hyperlocal divide will grow

Coding and Chinese

The Future is Wearable

Oculus Rift

HoloVisor

Google glass

Content choices

20

Bright future for PR• 12%+ PR Growth rates from

2011 – 2016 compared with a 9% increase from 2006 – 2011. (Veronis, Suhler, Stevenson)

• Employment for public relations managers will increase by over 16% and for specialists by over 22% through 2020. (The Bureau of Labor Statistics)

21

AVE will die, die die

Twitter strategy will dieIt’s the business strategy

The Natural (1984)

I hate math will disappear from the PR lexicon

PR is the best professionI wouldn’t do anything else