For Marketing’s yearly PR wrap-up series, we’re checking in with agency heads on what’s changed, what they’re reading, what inspires them and what’s to come.
GEOFFREY ROWAN, PARTNER, SENIOR COUNSELOR, KETCHUM
What is the biggest challenge the industry faces in 2015?
Understanding how to use data to develop meaningful insights that enable communicators to make real emotional connections with the people we are trying to influence. What’s the thing they care about that we can connect over?
What is the biggest challenge your agency faces in 2015?
Managing growth intelligently. Because we are in a growth mode, we have a tremendous opportunity to add the right resources that serve our clients’ needs now and their needs tomorrow. We’re always looking at the skills needed to support emerging areas. Our world is moving fast and we can’t stop doing what we’re doing today to prepare for tomorrow. We have to do that simultaneously.
Your favourite work-related book?
This won’t seem like a work-related book because it is in no way about PR or marketing. But it is about leadership, project management, good communication, and it’s a powerful narrative.
It is “The Last Place on Earth,” by Roland Huntford. It details the lead up to and the 1911 expeditions of Britain’s Captain Robert F. Scott and his Norwegian rival in polar exploration, Roald Amundsen, in their attempts to be the first to reach the South Pole.
Huntford painstakingly tells the story of two very different men with two very different approaches to leadership. It’s the best book on leadership I’ve yet to read. And it’s also a great piece of writing. Vivid, with telling details that put you in the scene. Ultimately Scott and Amundsen were the authors of their own fates.
What advice would you offer a graduate looking for a job in PR in 2015?
Think. Be hungry to learn and understand. Observe. How do people communicate with each other? What works and what doesn’t work? There is art and science to great communication. But you can break any rule if you’ve got a good reason to.
Other than your wireless device, what’s the one tool of the trade you can’t live without?
Don’t really have one. Maybe a subway token. Sometimes if I’m stuck for an idea or a new approach, I’ll hop on the subway and ride a few stops and get out and walk around. The exposure to different sights and sounds does something. Then on the subway ride back, I have forced time to sit still and let those new inputs percolate. It’s a good way to break a mental logjam.
What’s your top prediction for PR in 2015?
We will advance in our ability to find human truths in data. We will over-estimate how quickly and profoundly that change will happen, but in the long run – five to 10 years – the change will be bigger than we imagined.
NATASHA KOIFMAN, PRESIDENT, NKPR
What is the biggest challenge the PR industry faces in 2015?
The biggest challenge is the lack of understanding about PR agencies’ capabilities and the breadth of what an agency is able to do. Everyone needs to have a clear identity and decide how they are going to deliver results to their clients. Another challenge (and an opportunity!) for agencies is ensuring a full integration of all their programs, including influencer engagement, social media, media relations, digital programs, etc.
Where and how do you find job-related inspiration?
I don’t believe in work-life balance, but I do believe in work-life integration, and as such, I find job-related inspiration everywhere. My work is an inherent part of my lifestyle. The source of my inspiration is in my surroundings — in people, projects, music, fashion, art and travel.
Your favourite work-related book?
The best work-related books for me are newspapers and magazines. I love reading both Canadian and U.S. dailies. I also read The Hollywood Reporter, Forbes, Variety, Inc. and of course, Marketing magazine and Ad Age — these are all great industry resources for me.
What advice would you offer a graduate looking for a job in PR in 2015?
I think everyone who is looking for a job in the industry should always have a positive attitude and a strong work ethic. I also think that volunteering and interning is key for landing a dream job – this gives candidates real skills and hands-on experience. Another piece of advice: try to understand if PR is your cup of tea before jumping into it – learn as much as possible about the job and the industry.
What’s your top prediction for PR in 2015?
-The new buzzword of the year will be “deliberate,” as every single thing we do in PR must be deliberate and strategically planned
-Image-centric content will continue to lead the way
-Influencers, including social media personalities, will continue to be the new celebrity spokespeople
-Integrated experiential programs will be king
NICK COWLING, GENERAL MANAGER, CITIZEN RELATIONS
What is the biggest challenge the industry faces in 2015?
The single most important challenge for the PR industry next year will be to balance growth while maintaining culture.
Growth is exciting. People love to be a part of success: They love the opportunities provided by a new client, and to learn from and collaborate with new colleagues. Finding the best people isn’t as easy as it sounds. Filling seats with smart practitioners can get the work done, but it can wreak havoc on your office culture.
With a growing millennial base, our industry needs to manage our culture differently, with more transparency and with clearer values or it will experience turnover like it’s never seen before.
In my early years, not once was I told more than ’I needed to know’ about revenue, our business model, or how and why we hire and fire people. That’s not acceptable to the digital natives, nor should it be. If the industry wants loyalty, it will start to trust and open the kimono to its people, so everyone knows how they fit, how they contribute and why decisions are made.
Your favourite work-related book?
The Happiness Advantage by Shawn Achor. I believe enjoying the journey is the best way to approach extraordinary moments and achievements.
Where do you find job-related inspiration?
Everywhere. Communications should always be a constant study of how people interact or respond to interaction. I people watch all the time – at the office, in the park, at home, online. Sometimes the most insightful ideas come from just one comment, not a trending topic.
Other than your wireless device, what’s the one tool of the trade you can’t live without?
A notebook. I had a wonderful teacher early in my career who taught me to never meet with anyone without a notebook. It’s a sign of respect and acts as a prop to symbolize you’re actually in a meeting. Yes, you can take notes on your mobile device, but the tactile experience of writing with a pen provides a memory peg to consider the context of a conversation in a different way than texting a shorthand email.
What’s your top prediction for PR in 2015?
Two words. Sweet spot. The discipline is starting to peak because the desire and need for an earned conversation is paramount in today’s communications universe. We’re as digital and creative as the other disciplines, but our past is born in insights developed through expert storytelling with the perspective of multiple audiences. If we handle this right, we will be gracious, working together with other experts in the room, recognizing they have lots to offer as well.
SARAH SPENCE, PRESIDENT, HIGH ROAD
What is the biggest challenge the industry faces in 2015?
Making time to reflect. We live in a world of real-time updates and that means it is easy for anyone in a marketing, advertising and PR/communications role to focus on the tactical. As an industry we need to make time to take a 10,000-foot view and ensure we are delivering against long-term objectives (that enable smart real-time executions) that will actually drive business results.
Your favourite work-related book?
Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull (president of PIXAR Animation and Disney Animation). There is no better manual for how to successfully manage a creative culture. Favourite quote in the book: “Failure isn’t a necessary evil. In fact, it isn’t evil at all. It is a necessary consequence of doing something new.”
Where and how do you find job-related inspiration?
Anywhere and everywhere. The world is full of inspiration if you’re open to it.
Other than your wireless device, what’s the one tool of the trade you can’t live without?
Being observant has always been important to me. I couldn’t imagine life without my eyes and ears. Together with a spark of brain power, they are the only tools you need.
What’s your top prediction for PR in 2015?
Forget messaging – we are coaching our clients on how to communicate with transparency, authenticity and agility.
