So, without further ado, to the line.

1. Working with journalists – Some tips for the PR pro

Journalists and PR professionals work within the same eco-system, but on different sides. Both are necessary evils for the other, so it is critically important they know how to speak to one another.

According to former journalist Graeme Shackleford, “Honey catches more flies than vinegar does, and this is something that can be applied by PRs when trying to get the best possible response from journalists”.

From the PR side of the relationship, Sheryl Thiel, a senior account manager at Stratitude, argues that an article submitted to a journalist or publication must be relevant, well written, and not too long.

“The journalist will want to know what it’s all about without having to read the entire piece, so include a subject line or descriptive headline,” she says, among other pointers.

2. PR and staying relevant in the digital age

Digital has turned the world upside down, and PR, like all industries, is seeking to best leverage the advantages it offers, as long as the industry can keep up.

According to Meropa Communications senior publicist Allison MacDonald, digital has broadened the industry’s scope.

“Marketing and PR have always been intimate. Digital media confirms this rather than confounds it,” MacDonald says.

This is a view shared by head of public relations at Flow Communications, Caroline Smith, who says “It’s also give us a very fruitful area of research. What better way to tell what people are thinking of things than to look at what they’re tweeting about them?”

3. The world has changed and so has PR – so is a new set of skills required?

Digital’s influence on the PR industry cannot be stressed enough. We spoke to senior pros about their thoughts on the skills needed to survive and thrive in 2016.

According to Desiree Gullan, executive creative director at G&G, they look for ‘T-skills’, those who have both traditional PR skills, and are able to bring an additional skill set and passion to those skills.

Tamra Veley, managing director of Corporate Image, says those who look forward to long working hours, consistent use of multiple advanced skills, and an addiction to the news cycle often do best in public affairs.

Senior account manager Roxanne Marais, speaking in her personal capacity, and Wired Communications founder Karey Evett, also weigh in with their thoughts.

4. The Friday Street Club: PR without limits

Communications expert Emma King had been playing it safe for years, but in 2014, she decided to change course. As a PR pro with over 15 years of experience, King had worked in corporate communications for an ad agency in South Africa and for a number of brands in London. She knew PR could be done differently, which led her to found The Friday Street Club agency.

“A lot of other PRs are stuck in their old school way of working, which is very much about sending out a press release or maybe doing an event,” King says.

That is the past. The future lies in understanding that PR can be more, and can achieve more. According to King, there should be no limits to what PR can do.

5. PRISA Conference: Will PR rise or will the agency model fall?

At Loeries Creative Week in Durban during August this year, the Public Relations Institute of Southern Africa (PRISA) held its annual conference. Among the many relevant and pertinent discussions, Professor Sonja Verwey and Clarissa Muir from the University of Johannesburg’s Department of Strategic Communication spoke about the tough choices the industry needs to make.

Digital has empowered public relations in many ways, but it has also undermined the business model on which the industry has been based for some time.

“At the best of times, PR as a profession has never been more needed and recognised, certainly to such an extent that I’m sure you know that many of your clients are actually setting up their own in-house functions,” Verwey said.

If PR firms do not maximise their competitive advantages and adapt, PR is not going to survive. 

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