10 things PR needs to get right to succeed

PR pro Paul Holmes offers his prescription for the industry to improve.

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Last week, Worldcom Public Relations Group invited its members to do just that. Paul Holmes, president & CEO of the Holmes Group and editor of the HolmesReport, shared his predictions for the PR industry in 2012. To my relief, it looks like there may be exceptionally clear skies ahead.

In fact, Holmes predicts that PR will soon earn a seat at the executive table as the C-suite begins to recognize the importance of effectively managing relationships between organizations and key stakeholders.

But is PR really ready to take on this challenge? According to Holmes, we’re in an era of unprecedented opportunity for our industry, but it won’t all be smooth sailing.

Here are the 10 things he says PR must “get right” to succeed:

1. Recruitment: We must attract toplevel people—those who understand not only PR, but the business environment affecting our clients.

2. Development: Our industry is evolving; it’s critical that our people keep pace. We must ensure we are continuously seeking out and providing learning opportunities for our colleagues/employees.

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