The turn of the year is a time of reflection for many. I am neither younger nor slimmer, but I am a bit older and wiser and that is fine by me. I am writing this column near my fourth anniversary with PRWeek so I’m more inclined to professional reflection rather than personal – there’s a much bigger story to tell there anyway.
The PRWeek of 2015 looks 10 years younger than the magazine of 2010. Gone are the three-quarter black-and-white headshots on the cover in favor of colorful, edgier visuals that reflect today’s trends. Our January 2010 issue featured an interview with Ogilvy PR’s Christopher Graves, then recently appointed global CEO, and agency executives debating whether maintaining a standalone digital practice is still preferable for an agency.
Today everyone, especially Graves, now global chairman of Ogilvy, would find that funny. Also in the issue, Tim Marklein, then Weber Shandwick EVP and GM, rebuffed a statement that claimed "Twitter’s longevity remains unknown." And while the popularity of platforms such as Myspace seems like ancient history, it was a hot topic only four years ago.
Today our team helps the PR industry maneuver through a new integrated marcomms world with intense competition from every corner and a dizzying array of platforms and tools that would make work more efficient were there time enough to understand them all. That is the world we write about through our now global lens in partnership with PRWeek teams in Asia and the UK, and through sister marketing technology brand The Hub.
And while the work and agency reviews will always be hot topics, bigger issues such as women’s empowerment and work-life balance are what readers want to hear more about.
Stories about top 10 firms will always be well read. So would bits about cute kittens and One Direction, but unless they sit down with Richard Edelman to crack the code behind Google Analytics, PRWeek doesn’t have much of an in there.
Our 2015 editorial calendar is now online at prweek.com and I urge all to take a look. It is a fluid document – what will be relevant months from now could change many times over – it’s the nature of the industry. Suggestions on what you want to see covered would be invaluable and key to providing relevant content. Plus, I wouldn’t mind the help. I’m not as young as I used to be.
Bernadette Casey is executive editor of PRWeek. She can be contacted at firstname.lastname@example.org.