Today, PR pros are called upon to do more than media relations, internal communications, or speech writing. We’re expected to be trusted advisors: professionals whose counsel reflects the wisdom of diverse experiences and keen insights. In an era of “Big Data” and social media, we’re expected to be sophisticated in how we measure our work’s worth, and well versed in the myriad of tactics and strategies now available to us to influence and engage stakeholders. This is our future: more digital, social, influence-and-engagement focused, data-inspired, and trend-conscious.
Fortunately, our profession has the Institute for Public Relations. As IPR enters its seventh decade, its commitment to uncovering the science beneath the art of public relations™ is unmatched. Making connections between the social and behavioral sciences and what we do, explaining the constantly evolving communications landscape, and providing thought leadership in all areas of public relations is this esteemed non-profit’s critical service to our field. As we fashion strategies and promote stories on behalf of our clients, we are grateful that IPR gives us what we need: the insights and evidence that empower us to promote and practice public relations with confidence.
As we celebrate IPR’s 60th anniversary, let’s wish it the continued involvement of the brightest professional and academic minds in public relations. Their bonds represent a distinct link between the intellectual underpinnings of the profession and how it plays out in real life. Maintaining the strength of that connection is vital to the future of PR and the talented people who work in the field.
–Oscar Suris
Oscar Suris is head of corporate communications at Wells Fargo and chair of the IPR Board of Trustees. Follow him on Twitter @OscarSurisWF.
Evolving trends in PR…. It is becoming more and more exciting every pssing day in this great profession.