The PR profession has spent a long time in front of the mirror. Whether it’s assessing how it looks compared to the marketing function, the ways it can demonstrate value to business or how best it can protect itself from the social media land-grab, the time for preening and pruning is over. In an environment where reputation management is more important than ever, it’s time to stop looking inward and instead focus outward by considering how the PR industry can adapt to tackle some of the big challenges business will face in 2012.
With this in mind, here’s our top predictions for 2012…
- Carbon tax shifts from policy debate to business reality – as the need to reduce carbon emissions becomes increasingly important, expect to see an acceleration of innovation in clean-tech as businesses seek out solutions that help reduce carbon, increase efficiency and support Australia’s transition toward a low carbon economy. And don’t expect big business to dominate share-of-voice. Watch out for start-ups too, keen to grab their share of the action with some disruptive communications.
- Organisations embrace holistic approaches to reputation management – the proliferation of channels consumers use to engage with businesses, flatter organisational structures and fast pace of change means all parts of an organisation have a role to play in managing corporate reputation. In 2012 PR agencies will need to get out of the marketing communications bubble and deeper into all parts of a business to ensure all functions are engaged including sales, customer service and human resources. At the core of any successful company’s brand, reputation and relationships is the ability to not only define its values but the ability to communicate them.
- Businesses get personal – consumers are tired of dealing with faceless brands that fail to deliver on their promises and aren’t afraid to vote with their feet if disappointed. In the year ahead, personal communication will be an increasing priority as enterprises focus on targeting individuals, not market segments. In 2012 it’s about human communications not marketing communications.
Helping businesses address these issues is going to require PR agencies to change the way they work. The days of practice areas is over, and progressive PR agencies recognise the benefits of flatter structures, cross-functional teams and pulling together deep specialist expertise as required.
The real question this year is how do we help businesses to stay informed of the political, economic and technological landscape? What do they need to know about customers, advocates and influencers and how can they create meaningful , sustainable and relevant connections. Agency teams that have exposure to a variety of industries and are capable of analysing business strategy in the context of the broader environment, have strong media relationships coupled with hands-on social and online media practice will thrive in 2012.
