Robert Rose – author, chief strategy officer and thought-leader – will be joining us on the 18th June for this year’s FutureComms.
With years of hands-on experience in content, brand storytelling and communications, we’re both honoured and excited to welcome Robert to this year’s event.
We asked Robert a few questions to give us a taster of what’s to come…
Mynewsdesk: What are the key themes of your talk at this year's FutureComms?
Robert: The three key themes are:
1. The evolution of PR as a practice
2. How content and storytelling will be the next great frontier for PR and corporate communications
3. How to treat content as a product, rather than a campaign
Mynewsdesk: Why have you chosen to discuss these areas?
Robert: These ideas are at the heart of my new book, Experiences: The 7th Era of Marketing - and are really where I’m focused today as an advisor of brands.
Mynewsdesk: Whose talk/s are you most looking forward to and why?
Robert: Oh my gosh there’s way too many to pick just one! I’m looking forward to ALL the speakers - and quite frankly learning as much as I can about what’s really happening in the trenches of PR and Corporate Communications.
Mynewsdesk: Would you say PR is dead?
Robert: Well no, not at all. As Miracle Max in The Princess Bride would say “it’s only mostly dead.”
PR is under a fundamental evolution right now. Those that can actually change the practice - to address this new era - have the opportunity to leapfrog to the most strategic parts of the organisation. Those that continue to think that PR is simply about getting earned media coverage for their brands, and managing the social channels will be in for a rude awakening - and may find themselves “dead”.
Mynewsdesk: What are your views on the current state of PR & content?
Robert: I think we are at the very beginning stages of a new era of PR - and content will be its driving force. I think there are amazing opportunities for PR practitioners to lead, and become one of the most valuable functions in the business. But this strategic position only comes with the recognition of the new processes of both the function of content, as well as the skills of implement it well.
Mynewsdesk: What are your predictions for PR and marketing for the next 12 months?
Robert: I think great PR and Marketing will become the differentiating functions of the business. I think it’s time for these practices to lead business into the next decade of communications. I couldn’t be more excited about the opportunity.