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The Future of Global PR
1. Content2. Technology3. Influence4. Talent
@arunsudhaman
@holmesreport
1. Content2. Technology3. Influence4. Talent
http://bit.ly/hrgcr16
800 respondents — agency principals + in-house leaders
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Projected overall PR industry growth from $14 billion to $19.3 billion by 2020
Industry is growingFive-year growth forecast
After 5% growth in 2015
Agency +33% In-House +13%
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Content + Tech + Reputation driving growth
Content 81% Social Media 75% Brand Reputation 70%
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@arunsudhaman
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Adoption of new technologies
3.8 / 4.1
Increasing demand for content
3.9 / 4.0
Expansion of communication channels
3.6 / 3.8
TechnologyBusiness models are adapting
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@holmesreport
@arunsudhaman
@holmesreport
@arunsudhaman
@holmesreport
@arunsudhaman
@holmesreport
“Capitalism can no longer prosper at the expense of society. Without trust in companies, there can be no genuine prosperity. A company’s communications department can help shape the world.”
Paul PolmanCEO, Unilever
Retaining theright talent
4.1/5
Recruiting theright talent
4.0/5
Lack ofrelevant talent
3.4/5
Availability ofcompetent management
3.4/5
Growth challenges “There is a plentiful supply of intelligent, well-educated, talent in my market”Agency 35% agreeIn-House 51% agree
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Source: GCR16
Intellectual curiosity4.2 / 4.6
Critical thinking4.3 / 4.5
Creativity4.1 / 4.4
Diverse talent required
In-houseAgency
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Source: GCR16
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New skills neededWriting and verbal communications are more valued than analytics, research and SEO
Source: GCR16
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But we are hiring the same peopleSource: GCR16
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