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Future of Media Framework

Creating the Future of PR

By

Creating the Future of PR

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SHIFTS

STRUCTURE
Globalization and Localization
Power to individuals
Networked society
Crisis amplification
MEDIA
Fewer mainstream outlets
Fewer journalists
Shift from advertising
Rise of social media
CLIENTS
More sophisticated
Want clear ROI
Expect collaboration
Shifting marketing budgets
EXPECTATIONS
Transparency
Sustainability
Speed
Participation

OPPORTUNITIES

Customer co-created brands
Enable corporate transparency
Customized branded content
Integrate internal and external brands
Lead generation
Corporate Social Responsibilty
Emerging markets
Interactive content
Spanning earned, owned, paid media
Lead for all social engagement
Community development for platform businesses
Individual reputation management

CAPABILITIES

Cross-channel integration
Meaningful data analytics
Visual content
Mobile engagement
Content promotion
Influencer outreach
Search positioning
Client collaboration

TRANSFORMATION

STRUCTURE
Freelancers and crowdsourcing
Offshore centers
Cross-specialization teams
Integrated agency networks
TALENT
Attract new skillsets
Develop new skillsets
Diverse specialists
C-level engagement
POSITIONING
Breadth vs depth
Beyond ‘PR’
Industry specialization
Capability mix