The Future of PR
By: Marc Trevion, Current Not yet Rated

Strategic communications are important to each management. The reasons why CEOs find strategic communicators so important are quite simple. The need for skilled strategic communicators is growing parallel with the globalization. Reputation and trust are something than cannot be build with one single article in a daily media, but it can easily be destroyed by one. SE European countries have learned a great deal from West when the PR business and Issue management is concerned. This ability to learn proved itself more than useful in quite some different occasions where crisis threatened to put companies out of business. One can claim that each single issue that hits the media has got minimum one professional communication expert who helps the company in trouble operate through the information chaos. Possibly the decidive course that crisis communication professionals of the region decided to take for the past few years is the shift of issue management and PR occupation from damage control to preventing it from the start. It is a clear sign that public relations and strategic communication business has little to be concerned of for the next decade. There is no fear that the profession of PR in all its expert fields will be facing a lack of demand for those kinds of services.

However the business of strategic communications must exploit recent findings in the field of strategic communications!



PR business seem to be doing well, the need for expert consultants in fields of telecommunications and other strong industries is skyrocketing like never before. You could say that challenges facing young PR startups are increasing.

For many PR experts in the SE European Region the future of PR lays on the shoulders of specialized advisors specialized on sector specific industries.

It will not be long when a professional advisor with no sector specific background will have no chance on the market. Each single PR agency looking forward is taking care of employees focusing on key knowledge and experience, educating PR experts for key industry fields.



In Slovenia, this is one of the most developed countries in the Balkans; PR business has been lead and shaped by two competing PR agencies. SPEM Komunikacijska skupina was the first PR agency in ex Yugoslavia, and Pristop d.o.o., which is the largest one in the region. It is totally clear that communication business is evolving towards seizing opportunities with advising industry top management region-wide; and that is the name of the game for regional PR professionals like SPEM and PRISTOP. Following those entire developments one must not neglect the role of advanced research methods. Research departments of communication businesses face one huge challenge called web 2.0 and 3.0. Increasingly important in each communication strategy, world wide web remains a media hiding many unresolved challenges.

Analyzing communication business, that is where leading PR and PA agencies of SE European countries recognize potential for growth. The specialization of PR communication businesses is opening an era of individual PR professionals communicating directly with the senior management of the client, managing client's communication needs . Resolving many industry communication challenges and closely working with innovative research departments, communication leaders of today bring clients more time for leadership and simplify their day to day management calls. Books written by Bozidar Novak: Krizno komuniciranje in upravljanje nevarnosti (GV;2000) "Crisis communication and issue management".

Sorrounded by professionals any PR agency, has to try to provide the optimal answer to the puzzle on: How to support business objectives of the client with right and timely management of the client's communication function?

Each PR agency claiming to be an expert in any kind of communication fields has to know that potential clients will firstly look if that very same agency took care of its own image before claiming it can build someone else reputation. Before a PR agency is accepted into the world of high revenues, there are years of experience needed and excellent results with other clients as well as a proof that the company itself implements the lesions of good communication practice.

Relating to the vision of communication agencies in Balkans responsible agency or individual consultants have to prove their communication skills firstly by sweeping their own doorsteps.

Consultancies like SPEM and Pristop d.o.o., offering services of strategic communications, have to live what they teach their clients. Showing respect to those same values to your own employees, other stakeholders and the environment; those are virtues of companies like SPEM and its competition. And as any agency active in the issue management market, the strict democratic system of values must be a part of your identity, if you look for ways to establish solid foundations robust enough to help you through long term business orientation.

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Find out related stories on lobbying activities in Balkans by clicking bozidar novak Public Relations expert website dealing with crisis communication .

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