PR Career 3.0 (2015 - ?)

Posted Thursday, January 17, 2008 at 11:52am in PR General  | 

Inspired by a great post on past, present and future media careers by the SacredFacts blog which David Brain linked to over on my new addiction Twitter. Here’s my (probably very far fetched) interpretation of PR career 2015 onwards:

Take a PR related degree mixed with media production, sociology and a foreign language (preferably Mandarin). At university you should have built up a large online footprint and have established relationships with those that matter to your career through the medium of Twitter or the blogosphere or whatever new technology is around then. You’ll know the media inside out and have key journalists and bloggers added in your IM application (including those working for the last remaining ‘dead tree’ national newspapers around the world) which is left on 24/7 and integrated with your mobile should you be away from your laptop.

Network like hell and think ‘global’ while doing it. The good ones are part of an elite virtual global network of PR pros based in various locations around the world working together on global campaigns. Doesn’t really matter where they’re based so chances are it’ll be in some exotic location or beautiful city. Hawaii, Barbados, Prague, County Durham etc but preferably only a few hours flight from each of the world’s major business cities: New York, London, Hong Kong, Moscow, Beijing, New Delhi. Unfortunately you have to meet people in the ‘real’ world about twice a year.

A lot of your work will be outsourced to Africa (India is too expensive these days) including translations, client brand monitoring, press release writing and distribution, and the general admin. Your role is more of a ‘connector’ or middle man these days with an emphasis on long-term strategy. The work time of ‘9 til 5′ means nothing to you. Depending on the country both you and your client’s in, you can be working any part of the day or night. Pro Plus is your best friend. You’ll remember the days when the internet was ‘fun’; you’ll remember when you got a kick out of adding your holiday snaps to Facebook. Not anymore. No time. Besides, things are moving pretty quickly and you’ve got to stay ahead.

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