Budućnost globalnog PR

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@holmesreport

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

@arunsudhaman

@holmesreport

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

@holmesreport

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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@arunsudhaman

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@arunsudhaman

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“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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