Competition, strategy, technology and people: The challenges facing PR
Sally Dibb, Lyndon Simkin and Adam Vancini
A recent survey of leading UK PR practitioners has identified a dynamic, swiftly evolving environment for the public relations industry. Heightened competition, wide-ranging new opportunities and threats stemming from the perceived need to internationalize, the desire for more influence in clients' business strategy formulation, training and recruitment dilemmas, ever-changing technology and an increasing requirement to evaluate the worth of PR are only some of the most pressing issues. This article reviews the survey's findings - revealing a complex and swiftly evolving marketplace...