1. KIM STOCKHAM HEAD OF PUBLIC RELATIONS WOTIF GROUP

2. THE CONTEXT FOR PR HAS CHANGED Kim Stockham, Wotif Group Changing communication landscape: Online media outlets with reduced, targeted readerships Changed ‘news’ agenda and journalist resources Blogs Social media forums

3. THE CONTEXT FOR PR HAS CHANGED Kim Stockham, Wotif Group Changing business contexts: Decisions are driven by data: the legacy of PR value we’ve achieved cannot be assumed in the future Business priorities have evolved to include digital marketing as a key tool for business, and here lies our opportunity

4. THE FUTURE OF PR IS DIGITAL, AND THE FUTURE IS NOW Kim Stockham, Wotif Group Digital marketing (SEO) are the new PR advocates in organisations

5. WHAT PR PEOPLE TELL US IT TAKES TO MAKE IT IN PR Kim Stockham, Wotif Group Adaptability

6. VANESSA DOMASCHENZ SENIOR MANAGER PEOPLE BUSINESS pwc

7. WHAT OUR RESEARCH TELLS US? Skill gaps are a serious problem… of CEOs globally reported that talent constraints have impacted their companies’ growth and profitability over the past 12 months 63% of millennial’s are actively looking for new work opportunities of CEOs are making changes to their HR strategies to address the skills gap 38% Source: PwC’s 17th Annual Global CEO Survey and Talent Mobility 2020 and Beyond report 78%

8. WHAT OUR PR PRACTITIONERS ARE TELLING US Source: PwC People Business annual planning conference “ Strong relationships & knowledge of technology & how to adopt it for competitive advantage in the market. ” Consultant, 3 years experience “Understanding of behavioural economics & the ability to influence mass behaviours.” People Partner, 20 years experience What skillsets will PR practitioners need in the future? “ The ability to understand behavioural drivers & organisational drivers to communicate with people.” Manager, 10 years experience “ An understanding of the machinery of government& the role of lobbyists in influencing government outcomes. ” Senior Manager, 15 years experience

9. WHAT OUR PR PRACTITIONERS ARE TELLING US 9 Source: PwC People Business annual planning conference “From corner office bosses with sea views to ABW - guess I missed out!” Partner, 20 years experience “The slow but steady uptake of technology by government & the parallel of government trusting their facts are correct in public forums.” Senior Consultant, 5 years experience “When I graduated there were no such things as emails or the internet, now I am contactable 24 x 7, which poses an interesting work paradox.” Director, 18 years experience How has your working environment changed since you graduated? “Workforces will become more diverse as generations collide, with people working longer in their careers & traditional career paths become a thing of the past.” HR Specialist, 15 years experience

10. KEY SKILLS FOR FUTURE PRACTITIONERS 10 Future PR practitioner 01 Change agility 02 Advanced digital & data analytics skills 03 Organisational astuteness 04 Political appreciation 05 06 07 08 Deep industry expertise Expert networker across all levels People skills Values- based thinker

11. HOW TO ATTRACT & RETAIN ‘PR’ TALENT 11 PR Practitioner Are you investing in the right skills? Do you have an active presence on professional networks? Is your personnel brand strong enough to get you where you want to be? Change your mind-set about your work, as it changes. Take personal responsibility for continuously updating your skills. Include skills & training opportunities, as part of your contract negotiations. Employers Are you rewarding, or penalising adaptable talent? How will HR change to support future skills? How can you turn your values into a compelling brand? Develop future skills to create resilience & agility. Adapt your organisational values to accommodate increasing diversity. Collaborate with government to develop sustainable career & learning pathways Educators Are you using data analytics to predict future skill needs? Are you engaging with organisations to understand & meet future skill needs? Are you seeking industry involvement in course design & delivery? Collaborate closely with employers & practitioners to provide courses. Keep abreast of industry developments & understand the impact of technology on learning delivery. Develop flexible learning pathways to reflect changing needs of employers & practitioners. Government Do government policies support the adaptability of future practitioners? Foster a flexible & dynamic skills investment environment, to ensure employers are fit for the future. Provide financial support to individuals to invest in future skills.

12. SUSAN REDDEN MAKATOA Group Managing Director, Corporate Ogilvy Public Relations @srmakatoa

13. Nose for news Broad shoulders Thick skin Fire in the belly Big girl boots Texter’s thumb Insatiable curiosity Spidey sense Creative sparkle Biggus humungous brainus Able to mould a strategy What makes great PR talent Always got your back