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Bill Duggan From ANA: The borders between PR and marketing are breaking down
Manuela Walfenzao| 12 de mayo de 2017
Duggan: Lo digital está conduciendo las relaciones públicas
Bill Duggan, Group EVP at ANA, partnered with the USC Center for Public Relations at the Annenberg School for Communication and Journalism, have been studying the evolution of public relations. The biggest finding is that digital is driving this field. “The most important trends to the future of public relations are all digitally focused — social listening, digital storytelling, and real-time marketing. It is important to note that these top three trends are interlinked. Digital is improving the quality of public relations, as it allows immediate outbound communication and inbound feedback” highlighted Duggan. He also said that the public relations function is converging with marketing. “The borders between public relations and marketing are breaking down. These are no longer separate disciplines, as public relations facilitates marketing. Public relations will further evolve over the next five years by becoming even more closely aligned with marketing.” The study shows that internal staffing and spending to support public relations are on the rise. Over the next five years 62% of respondents expect internal staffing to increase. “The next generation of talent entering the job market interested in public relations needs a broader skill set to recognize that marketing and public relations are increasingly commingling” he concluded.
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