PR’s past and present show us the keys to success for a productive 2015

Whatever the channel or techniques used to get a message across, it is authentic and transparent relationships with stakeholders that facilitate positive interactions and outcomes for brands and individuals.

PRWeek's January issue is all about our PRWeek Awards 2015 shortlist and 2014 Hall of Fame honorees, and it is the inspiration provided by them that propels us into another calendar year of change and evolution in the PR industry.

The best work on display in the awards entries is increasingly demonstrating the influence of convergence, integration, and the mix of paid, earned, shared, and owned media that encompasses modern PR.

Communications agencies are winning AOR responsibilities for big brands’ advertising accounts. They are leading on digital media, from heavy lifting backend site builds through sophisticated integration with customer service systems; from video and content production through paid activations on social media; and via engaging narratives spread through organic sharing and earned media.

And, as well as being the guardians of corporate and brand reputation, and spearheading CSR initiatives and investor relations, PR pros are also delivering good old-fashioned effective media relations.

PRWeek Hall of Famer Ofield Dukes passed away in 2011 and his induction was accepted on his behalf by daughter Roxi at our ceremony in December. Roxi, who clearly inherited Ofield’s communications gene, shared with the audience of 250 PR pros that her father once told her PR and life are both essentially about relationships – and that’s well worth remembering as we start another year.

Whatever the channel, tools, or techniques used to get a message across, it is authentic and transparent relationships with stakeholders of all types that facilitate positive interactions and outcomes for brands, corporations, and individuals.

If we bear those principles in mind, and act accordingly, we can all have a productive 2015 – so let’s do it!

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