The PR Professional of the Future: 2009 Edition

The Public Relations profession has been facing transformation well before the introduction of  social media. As traditional media splintered at the magazine stands, through hundreds of TV channels, and yes, the arrival of the “interwebs,” the role of the communications expert has gotten more complex and less connected to the C-suite.

If I were a CEO, I would want people who understood these changes at my side. I would want to know how communications works today and how it is likely to work tomorrow. I would want folks who could deploy programs quickly and remain nimble in their response to the marketplace.

We have been building a vision for what the skills and expertise of the PR pro of the future must be. At PR Week’s excellent Next Conference, we debuted a video that captures the thinking from some of the current leaders in communications. There are some excellent POVs here about the fundamental attitudes and expertise. Still, these are missing some new skills that will become essential for PR to play that trusted advisor role going into the future.

For an alternate view, check out this growing list of actual skills and expertise: The 13 Skills of the Public Relations Professional of the Future