2013: a curate's egg of a year

It's come to that time when people ask you what sort of year it has been and how the PR world is doing as we reach the close of 2013.

It's come to that time when people ask you what sort of year it has been and how the PR world is doing as we reach the close of 2013.

It's fair to say it's been a curate's egg of a year for the sector, with some excellent parts being counterbalanced by worrying structural changes that are causing the industry to fundamentally reassess its role and purpose.

This brings with it massive opportunity as well as big challenges. When a corporation the size of Unilever announces it is slashing a significant portion of its marketing function, it is natural to worry about all disciplines under that banner, including PR and communications.

But the job losses and budget cuts are much more to do with reining back expensive paid-for ads and the convoluted process that underpins them than threatening PR.

It's also a function of globalization causing economies of scale due to the ubiquity of, and ready access to, digital and social channels across the world.

For communications pros it's a chance to take center stage and really prove the value and effectiveness of earned, shared, and owned media.

Now is not the time to become discouraged or complacent - now is the time to prove that this is the era of PR and communications.

Let's all grasp that nettle in 2014.

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