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Most public relations professionals don’t think their functional namesake will accurately describe their work in the future.

That’s according to the 2017 Global Communications Report, from the Annenberg School for Communications and Journalism at USC.  The report found “87% of PR executives believe the term ‘public relations’ does not describe their future.”

Why?  The evolution of digital media has facilitated the integration of previously distinct marketing disciplines.  The lines blurred and responsibilities were woven together – with the benefit of tighter integration.

Does this mean the end of the road for the PR?  Will the professional communicator be subsumed permanently by marketing?

No, I don’t think that’s the case.  It’s just the opposite.

Instead, the approach good PR professionals champion is permeating marketing.  I’m not sure PR pros are ready for this because it dramatically raises bar on what is excellence.  The competition is coming from all sides.  This is evident in that core PR tenants have been prominently at work in marketing trends over the last decade.

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