IABC NSW partners with Ogilvy PR to present joint research

11th Aug 11

The overall theme of the study was "PR communications in 2021" and the responses showed that the biggest threat to the industry was the need to quantify and redefine the way PR outcomes are measured, while the “socialisation of brands” – the ability of companies to be seen as an integral and benign part of a target audience’s lives – was highlighted as the main role (67%) for PR in the future.

Translating an organisation’s stories was ranked as the most important quality for PR communication practitioners in the next decade (25%) by those on both sides of the agency and client fence.

With commentators predicting labour shortages once the huge baby boomer demographic moves into retirement, the research found a strong expectation that employee value will rise in the next decade. Seventy-nine per cent of respondents thought that by 2021 employees will be an organisation’s most critical brand ambassadors and 78% agreed that employees will expect to play a role in shaping company brands of the future.

Key research findings and industry reaction can be found at: http://www.ogilvypr.com.au/category/peripheral-vision-study

For a full copy of the research results please contact: