Slides from lecture at Leeds University Business School MA Corp Comms course, given on Thursday 3 March 2011. Outlines the 10 essential PR skills of the future.

1. FUTURE
SKILLS
LUBS 5437M: PR IN PRACTICE
DIGITAL PR

2. LEARNING OUTCOMES
Understand the new skills that will be required for the
communicators of tomorrow
Link these skills to relevant trends in digital communications
Challenge/refine/improve
Create the LUBS Future Skills Manifesto

3. WHAT’S
HAPPENING?

4. http://www.flickr.com/photos/ekarjala/517656319

5. #2 CONSUMPTION

6. http://www.flickr.com/photos/lomokev/245793477

7. WHAT DOES IT MEAN FOR PR?
Convergence = THINK differently
Consumption = PLAN differently
Creation = ACT differently
Opportunity AND Risk

8. http://www.flickr.com/photos/beinshitty/4057368178

9. #1 HUMILITY
Brands are being held more
accountable
Consumers are asking “what can
you do for me”?
Balance of power has shifted
Be willing and open to be taught by
and learn from your stakeholders

10. http://www.flickr.com/photos/frankenslut/3768165679

11. #3 HONESTY

12. #4 CONNECTEDNESS

13. #5 RELEVANCY

14. http://www.flickr.com/photos/westrock-bob/3470127478

15. #7 PARTICIPATION
‚So what is the point of all this? The
point is, FORGET YOUR BRAND. You don’t
own it because it is literally nothing.
You can spend all sorts of time and
money trying to manufacture public
opinion, but ultimately, that’s up to the
public, now isn’t it?‛
- ‘Leroy Stick’, the man behind @BPGlobalPR

16. http://www.flickr.com/photos/enovember/4145892964

17. http://www.flickr.com/photos/raymklee/5444125818

19. OTHERS?
Empathy Perspective
„Findability‟ Creativity
Tenacity Bravery
Analysis Trust
Customer service

20. GROUP EXERCISE: REVIEW
Review these skills and others
Discuss, challenge and change
Return and make your case
Reconvene in 30 minutes

21. GROUP EXERCISE: MANIFESTO
10 groups, 10 skills
Discuss the skill – objectives, barriers and opportunities
Come up with a 140 character (including spaces) pledge for
that skill for the LUBS Future Skills Manifesto

22. MANIFESTO
“XXXXX is an essential PR skill of the future because…”
140 characters
15 minutes