An overwhelming majority of Australian PR professionals think that the term "PR" will be dropped in the next decade as the role and nature of agencies and the discipline itself changes, a survey by Ogilvy PR, Australia's leading PR firm, has found.
The overall theme of the study was PR communications in 2021, and the responses showed that the biggest threat to the industry was the need to quantify and redefine the way PR outcomes are measured, while the "socialisation of brands" - the ability of companies to be seen as an integral part of a target audience's lives - was highlighted as the main role for PR in the future.
Ogilvy PR themselves have responded to their survey by announcing that they will stop measuring communications effectiveness by the 'Advertising Equivalient Value' in 2012.
The survey's infographics are well worth a look.
The overall theme of the study was PR communications in 2021, and the responses showed that the biggest threat to the industry was the need to quantify and redefine the way PR outcomes are measured, while the "socialisation of brands" - the ability of companies to be seen as an integral part of a target audience's lives - was highlighted as the main role for PR in the future.
Ogilvy PR themselves have responded to their survey by announcing that they will stop measuring communications effectiveness by the 'Advertising Equivalient Value' in 2012.
The survey's infographics are well worth a look.
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