Writing in the Dec. 16, 2011, edition of PRWeek
, PRSA Chair-elect Gerard F. Corbett, APR, Fellow PRSA,
lays out the Public Relations Society of America
’s 2012 advocacy initiatives. Those include: taking advantage of the resources of the digital age; examining new opportunities for public relations industry expansion; growing the value of PR through the inclusion of nontraditional hires; investigating the profession’s ethical use of interns; and upholding PRSA’s commitment to promoting a diverse workforce.
PR Must Further Explore Digital Space in 2012
By Gerard F. Corbett, APR, Fellow PRSA, Chair-elect, PRSA
Published: Dec. 16, 2011
As we look to 2012, the Public Relations Society of America (PRSA) is finalizing its key initiatives for our 22,000 professional and 10,000 student members.
Central to PRSA's mission is advancing the PR profession by advancing the professional. To achieve this, PRSA serves to advocate on a number of issues, none more important than increasing the business value of PR, upholding ethical standards, and fostering a more diverse base of professionals.
For 2012, PRSA has several advocacy initiatives on its radar.
First is to better exploit the advantages and resources of the digital age. There exists a clear opportunity to raise the share of voice of PRSA members and that of the profession. We must enhance our role as the champion of meeting and exceeding the changing needs of our members, the profession and the business community. Incumbent in that challenge is a broad outreach to a wider base of professionals, whose responsibilities include digital marketing, word of mouth marketing, and other emerging modes of communications that encompass foundational principles grounded in the art of relationship building and management.
An offshoot is to examine new opportunities for industry expansion. One sector we believe is poised for considerable growth is word of mouth marketing. According to the Veronis Suhler Stevenson 2011-15 Communications Industry Forecast, annual US spending on word of mouth marketing, $5.6 billion, will overtake spending on traditional PR, $5.4 billion, by 2015.