CorpComms Magazine

The emphasis on digital media as part of the communications strategy will increase as we continue to look for deeper engagement as well as more cost effective channels of communication with the consumer. The level of knowledge of how to effectively use these channels will also increase through the emergence of best practice case studies, which are in short supply at the moment. The trick will be to demonstrate the return on investment rather than just be caught up with the buzz surrounding social media.

This will be further fuelled by Google and the introduction of blog and Twitter feeds as part of the search results, and will raise the expectation of PR agencies to have an effective social media strategy alongside its traditional approach.

I would also expect more mergers as the role of agencies in the communications spectrum becomes closer; what will ultimately divide agencies is the strength of their creative thinking. A good idea can come from anywhere and I predict agencies across all disciplines will be asked to respond to the same brief.

I am optimistic about the role of PR in all this flux. Budgets supporting above the line activity are being reduced and PR works harder than most disciplines in translating creative ideas into multiple channel opportunities, both on and offline. PR is the interface between an organisation and the public and no other discipline has the expertise in managing this relationship. Our challenge will be to stay abreast of the best ways of facilitating those conversations and demonstrating their commercial impact.

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