The job of a PR Professional in 10 years

 

The job of a PR Professional is always evolving. It has changed over the last few years and even last year due to the Corona Virus. With the Corona Virus coming back for a year or two and the quick adoption of Digital, PR professionals will have to be ready for a lot of new changes.

The first change that they will be taking up is they should be able to integrate all their traditional PR plans into digital plans as well. The digital arenas should have a substantial amount of importance in the plans as the reach of digital is growing at a very fast pace in the country

The second change is that they should be tech-savvy. He/she needs to understand how to leverage technology to help him/her do basic labour-intensive task that require the least human intervention such a regular filing and documentation. This will give professionals a hand in performing regular activities and ones mind and time will be better utilised.

The third change is that a PR professional should at least know the basics of AI and how to manage it because it is going to be the future. AI may be a part of the campaigns because AI-driven devices and robots may be available at major locations and because of its newness, it will have a great following.

The fourth change that will take place is the usage of owned media more than other forms of media. It is primarily because the trust in the mainstream media has gone down. Even though we will have influencers talking about things, people have realised that a lot of the influencers don’t genuinely mean everything they say. Also, the brands have to talk about themselves and present their point in this more accessible digital world and there is no more authentic way than the owned media.

I am an amateur to the PR fraternity, hence some of them might not be 100% correct. Please feel free to let me know.