'We won't be doing media relations much longer' - 30 Under 30 alumni on sector's future

As part of PRWeek's survey of its 30 Under 30 over the past five years, we asked what they expect will be the biggest single change in the PR industry half a decade from now.

Photo by AbsolutVision on Unsplash
Photo by AbsolutVision on Unsplash

"We won’t be doing media relations much longer – PR will take more after the advertising model and move into a stronger position with outlining purpose and values for a brand." Trine Hansen, marketing manager, Hotwire

"In-housing of PR efforts." Cathal Wogan, head of PR and marketing acquisition, Quidco

"The typical model of an agency won’t exist – companies built on a foundation of a ‘retained press offices’ and a focus on ‘traditional coverage’ will be long gone." Jamie Mancini, creative director, Karmarama (below)

"The pitch process. It is archaic and often, quite frankly, boring. We will see this process being led by the younger and more junior staff as clients want to know the team they will be working with, and not the MD they won’t hear from for six months." Laura Rudolph, associate director, Kazoo Communications

"I expect to see fewer standalone PR teams and instead more cross-functional teams across marcomms that include a PR expert." Robyn Bemment, head of comms, EMEA & APAC, Waze (below)

Read next:

'PR tends to reward extroverts and belittle introverts': 30 Under 30 alumni on sector challenges

'Savvy influencers will take on less brand work' - 30 Under 30 alumni on the future of influencer marketing

Meet the PRWeek UK 30 Under 30 2019

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