Fortune will favor the brave as PR's next generation takes over

2013 is upon us quicker than a New York minute and this is an excellent time to look forward to the year ahead and the prospects for the communications industry.

2013 is upon us quicker than a New York minute and this is an excellent time to look forward to the year ahead and the prospects for the communications industry.

Content creation, corporate reputation, transparency, marketing integration, talent wars, the evolution of social media, and global reach were some of the big themes that dominated PRWeek's agenda in 2012, and those topics will definitely be top of mind during the next 12 months, too.

It is a new world for marketers and communicators of all types, and it is an environment that requires everyone in the industry to elevate their aspirations and practice to achieve what their CEOs and clients want from them.

If PR is to keep its hard-won seat at the top table it must demonstrate its effectiveness and constantly stay one step ahead of the game from a strategic point of view, while still taking advantage of short-term tactical opportunities - as well as firefighting crises and quickly dealing with problems when they arise.

The talents required to prosper in this new world are changing, and some people will not be able to stay on board for the ride. This is one of the things that is fueling the furious personnel merry-go-round that has been on display for the last 12 months, as some of the best talent is lured away to pastures new by enticing offers from the top 10 PR agencies.

If you are one of those communications pros who understands the wider context of business, is comfortable with social media, embraces the inevitable shift toward transparency, and is capable of formulating those elusive big ideas, you are definitely going to be in demand during the next 12 months and beyond.

So be bold. Take risks. And keep a constant eye on the main prize as well as the vitally important details that make up the strategic whole. Most of all, make sure you enjoy the experience of working in an industry that has finally come into its own and found its time - and take full advantage of the opportunities on offer in this dynamic and fast-evolving discipline.

After all, it will only be another New York minute before we convene again to look forward to 2014.

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