From the editor-in-chief: My own take on 2015 - a tumultuous year for PR

In the spirit of the annual Power Book, I thought I'd have a crack at answering the questions sent to the most influential people in UK PR myself, writes Danny Rogers.

From the editor-in-chief: My own take on 2015 - a tumultuous year for PR

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What did you learn about yourself in 2015?

That I could knuckle down and write a successful book (Campaigns that Shook the World, published in October). The process rekindled my passion for media and comms, which seem more fascinating than ever and potentially a real force for good.

What is your favourite campaign of the past year?

2015’s most effective campaign in the UK was the Conservatives’ election campaign. Through a hard-nosed focus on the economy, David Cameron won a workable majority, confounding pollsters and pundits alike. More admirable were the compelling eff­orts to improve female self-esteem: Sport England’s This Girl Can and Always’ Like a Girl.

My greatest challenge for 2016 is…

To develop even more cohesive theories about the future of media, comms and business: how can quality journalism thrive in an era of dumbed-down ‘content’; how can organisations be encouraged to communicate more ethically; how can journalism and PR make businesses, politicians and the public behave with more responsibility?

Which word would you ban from the PR lexicon?

‘Content’. It means everything and nothing.  Most ‘content’ is ignored.

Does the term ‘PR’ still retain any value?

It is an easy descriptor of the earned and shared media persuasion in which this industry specialises, but it is misunderstood and discredited by many outside. ‘Public relations’ is more useful.

Which businessman or woman has the best comms prowess?

Sir Martin Sorrell, because he is on top of every det­ail of his business. His passion shines through.

PRWeek is buying a round. What are you having?

Not sure we’ve got much money left (!) but I’d love a glass of red Burgundy with which to toast everyone in this fine industry. PRWeek wishes you a very happy Christmas and a successful New Year.

Danny Rogers, editor-in-chief, PRWeek UK

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