2017-- From Dr. Bryan Reber, Dept. Head, PR, Grady School, Univ of Georgia:
PR leaders surveyed on the future of our profession tell us the term “public relations” won’t accurately describe their work in the next five years. Public relations is converging with marketing services, and a new world is emerging for practitioners, educators and students. Organizations are now integrating marketing services, content offerings and communications channels to deliver against key objectives.
In 2017, we at the University of Georgia’s Grady College of Journalism & Mass Communication decided to lead the way in convergent communication and began implementing a new integrated model for our student-led agency, Talking Dog.
To create the right context for the new model, we interviewed thought leaders — CMOs, CCOs, heads of integrated agencies and educators — seeking their input on the forces that are shaping the new convergent model.
This report spotlights “The Seven Truths” leaders tell us are driving the future of our profession. — Dr. Bryan H. Reber, Department Head, Public Relations, Grady College of Journalism & Mass Communication, University of Georgia.