The Future of PR

Insights from the 2016 USC Annenberg Global Communications Report

by Staff Written

April 25, 2016 at 9:40 am

USC Annenberg School for Communications and Journalism, along with several research partners such as The Holmes Report and Worldcom PR Group, recently released its 2016 Global Communications Report.

Designed to provide insight into how the industry is evolving, the report analyzes a number of emerging trends in areas such as talent and structure from both a client and agency perspective.

The good news is, communications professionals from all over the world are optimistic about the industry’s future, believing our job functions will shift to deliver more strategic counsel, content and measurement, among other key areas.

Many of the trends – such as expanding our expertise in content, behavioral science and measurement – are arguably shifts PR professionals are already seeing in their day-to-day tasks.

A few highlights from the report include:

  • Worldwide PR agency business is predicted to grow from its current estimated size of $14 billion to $19.3 billion over the next five years.
  • To accommodate the growth, agency leaders anticipate their staffers will increase in the same period by about 26 percent.
  • Technology, content creation, social media, brand reputation, and measurement and evaluation will be key growth drivers.
  • It will also be important for professionals to find opportunities to work with other media categories including shared and paid as both are expected to grow by 2020.

You can read the full summary here. What do you think the future of PR looks like?

April 25, 2016 at 9:40 am

Staff Written