Attending the International Public Relations Research Conference (IPRRC) is like looking into the future; the research presented is a glimpse at the PR and measurement developments coming down the pike.
Here are nine developments that are on their way:
1. We’re fossils in the making.
Kirk Hallahan (“Publicity Under Siege: Content Marketing, Brand Journalism, Native Advertising and Promoted User Endorsements As Challenges to Professional Practice“) of Colorado State University delivered a depressing if timely warning to PR people: Your jobs are about to be made obsolete by advertising and marketing.
He argues that the traditional work of PR professionals—creating or curating useful or entertaining content, engaging constituencies, and promoting sites—have all been the responsibility of PR for years. Now that marketing and advertising have “discovered” the value of these tactics, marketing and advertising are filling those roles and PR is being marginalized.