The Future of Our Industry is in Adapting to Change

Advertising+Marketing recently released a special “Thought Leadership” edition, where industry commentators were invited to explore the future direction of their respective industries, and offer a frank discussion on where industry stands today. Orchan’s Directors, Farrell Tan and Craig J Selby contributed the following discussion on where they see the broader Public Relations Industry in the coming years.

Advertising+Marketing Thought Leadership Edition - September 2014

 

Tomorrow’s Marketing& Communications Landscape, Today!

Craig J Selby & Farrell Tan



Our Article

Just look at how communication is incredibly fluid today. The last decade has seen transformations unparalleled since the discovery of electricity and the telephone, two important advances in technology that revolutionised the world and defined how we work it. Fifteen years ago, the Internet was still relatively new and people did not understand its potential. Marketing 141, a basic marketing philosophy course that one of us taught, had one lecture on “Internet Marketing” that talked about using email blasts to connect with tech savvy customers. That was our teaching content. The closest thing to social media then was ICQ, and none of us ever dreamed it would be appropriate for business internet use.

No one thought about touchscreen phones and tablets replacing print media as vehicles of information, nor did we think about how the impact of real-time news reporting would have on our consumption of news, events, and occurrences around the world or even in our own neighbourhood. Nor did we envisage a world where friends would sit at a restaurant table, upload photos of rice bowls in front of them then use WhatsApp to discuss the food virtually without facing each other.

The art of conversation, coupled with the method of consuming information, has changed. But one thing has not – the message!

This is the key to the future of our industry!

Yes, we must keep up with the times, there’s no denying it. We need to ensure we are abreast of rapid changes, embrace new and emerging communications technology, and be ever vigilant of trends to determine the best approach to recommend to clients. As ambassadors of communication and change, we are responsible in enriching our clients’ awareness and understanding of the opportunities that new technology brings.

But let’s not forget the common threads. The PR industry has evolved to integrate with all marketing activities and to take leadership in shaping the client’s message to be understood and well-received by all. This role has not changed. Whether it’s crafting press releases to highlight a new product launch, preparing copy for print brochures or simply quipping out a punchy one-liner for Twitter, the power of the message is paramount.

This emphasis to crafting effective messages (textual, visual, direct, and subliminal) still remains the key skill of our industry. Information consumption habits are changing, expectations for sophisticated, well-crafted and considered messages remain. Let us as an industry not deviate from this. A short Facebook posting, an infographic on Pinterest, or a ‘tweet’ needs just as much strategy behind it as does a press release or a pitch. We cannot take for granted the importance of skill in communication nor can we allow ourselves to commit the crime of allowing the inexperienced handle social media content and activation. Creating a strong message is a skill that will not go out of fashion: fads come and go, skills remain.

What was once considered a fad has now become a marketing reality. Social media has necessitated enhanced communication between all aspects of marketing to warrant the seamless transmission of information to all parties while ensuring each message reinforces and supports the other in record time via readily accessible technology.

The future of our industry is in adapting to change.

It is in understanding and embracing new technology and communication vehicles. But it is also in recognising that our current toolkit of professional practice is still extremely valid, and in fact, most desirable to ensure that the message shared with the world is as strong as ever.

 

Orchan Directors - Craig J Selby & Farrell Tan