While there is continued optimism about the direction and future of the PR industry, questions remain about our ability to attract the right talent, adapt to new technologies and increase the level of investment required to capitalize on these opportunities.
Recent findings from the USC Annenberg Center for Public Relations’ 2016 Global Communications Report -- a landmark global study conducted in conjunction with the Holmes Report -- indicate that the global PR industry will approach $ 20 billion by 2020. Long-term growth will be driven by content and digital but will demand different talent, bolder ideas and better measurement. Are we embracing this change and investing in ideas? Do we train our teams and hire the kind of talent that will prepare us for this future? How do we break free of old patterns and adapt more quickly to a rapidly changing landscape?
Fred Cook is CEO of GOLIN, one of the world’s largest public relations firms, with 50 offices worldwide. For the last 30 years, he has been providing marketing advice and crisis counsel to blue-chip companies like Nintendo, McDonald’s and Toyota. He has also worked personally with Jeff Bezos, Herb Kelleher and Steve Jobs.
Under his leadership, GOLIN has been voted agency of the year more than a dozen times and Cook has been named one of the most powerful people in PR. Four years ago, he replaced GOLIN’s traditional hierarchical structure with a radical new model called g4, where communities of specialists deliver insights, ideas, engagement and integration to their clients.
Arun Sudhaman, is President and Editor-in-Chief of the Holmes Report, overseeing its global content offering, including its analysis and insight into reputation, public relations and communications trends and issues. Since joining the Holmes Report in 2010, Sudhaman has led a comprehensive relaunch of the title’s content platform, including its digital presence and new products such as the Influence 100 compendium of key global influencers, the Global Communications Report, the landmark Creativity in PR study, and the Echo Chamber podcast.
He has also played a pivotal role expanding the Holmes Report’s coverage into Asia-Pacific and other emerging markets, and has helped steer the company’s international events programme, particularly the Global Public Relations Summit — which has featured such luminaries as Sir Martin Sorrell, P&G’s Marc Pritchard, Chuck Porter and IBM’s Jon Iwata.