Through a YouGov survey that polled views from a broad range of PR professionals, we concluded that the term 'PR' may die out by 2030. By the same date, readers also expect press releases to be a lot less common, and think that PR will gain in importance versus other marcoms disciplines, the survey found.
Here's a selection of reader reactions to these findings – tweets mostly come from UK PRs, while Facebook discussion (see end of article) saw North American readers have their say.
On the predicted demise of the press release
One reader thinks it has already happened; another seems to have heard that prediction several times before.
Press releases have been dead for two years https://t.co/f8i8snw5hA— Laura Slater (@_LauraSlater) October 5, 2015
Ah, the demise of the press release - again! RIP press releases, hello integration & goodbye 'PR'. The future? http://t.co/PC7xCx2lBd— Richard Houghton (@agencydoctor) October 5, 2015
@prweekuknews Press releases will not die but evolve. In short term they will become more multimedia with rise of video & digital newsrooms— Johnny McGinley (@johnnymmcginley) October 5, 2015
@prweekuknews I believe the future of comms generally is more visual bite sized messaging that engages.— Johnny McGinley (@johnnymmcginley) October 5, 2015
On integration and the blurring of marcoms boundaries
Great article! I've always said that the line between PR and marketing should disappear, it's two sides of the... http://t.co/ubfcyMwxBp— Charlene J (@charlenetweets) October 5, 2015
We have to diversify as technology changes the way in which we communicate. The discussion should move on http://t.co/sfw1zzu1YL— Laura M. Sutherland (@laurafromaura) October 5, 2015
On diversity trends in the PR industry
Very interesting results - especially thoughts on increased diversity within the profession! @prweekuknews— Birds of Paradise PR (@BPPR_) October 5, 2015
'By 2030, all PRs will be data scientists'
So claimed FleishmanHillard's Elizabeth Mercer, one of our 30 Under 30.
Or sustainability/social responsibility consultants... https://t.co/W6WeazE4ct— Rima Armstrong (@reems84) October 7, 2015
With the growth of research based campaigns... could this be true? https://t.co/MR13k2Y5ZT— MattGeer (@MattGeerPR) October 7, 2015
'By 2030, PRs will produce more content than journalists'
Mercer from Fleishman again. Perhaps predictably, the reaction to this was less positive among journalists.
@prweekuknews yes - as long as those holding the purse strings allow the content to be fair, insightful, entertaining and subtle— nickfulford (@nickfulford) October 7, 2015
An extremely unhealthy development. https://t.co/P0NTuzNBgT— Robert Hatch (@robhatchtv) October 7, 2015
Meanwhile on Facebook
We also heard from a quartet of North American PRs via the PRWeek Facebook page, who took advantage of not having to restrict themselves to 140 characters.
This just leaves us to wait until 2030, and see who was right...