PRWeek recently announced its list of “30 Under 30,” representing talented, confident and young professionals in the industry, the future leaders of PR.
All 30 overwhelmingly agree that public relations is an exciting industry in which to work. It certainly shows; each was chosen for the list because they already achieved great things or show incredible promise—before the age of 30.
Those featured 20-somethings from around the world discussed their proudest moments and the future of the industry. After reading their perspectives, I noticed a few common answers amongst these young titans:
- Public relations is heading into a world where “communications” goes beyond media relations, and the output—whether that is social conversation or a media placement—holds incredible value;
- Public relations as an industry is transforming into a wider “marketing” umbrella, involving multiple moving pieces and layers of expertise;
- While digital media has a foothold in the industry, the audience will also continue to rely—perhaps more frequently—on traditional, trusted sources including print, radio and broadcast;
- Public relations will continue to evolve and transform at a rapid pace as its professionals adjust and change alongside it.
We spoke to our own under-30 crowd, who vary from assistant account executive to head of creative services, to get their thoughts on the same questions.
Elynsey Price, 23, Account Executive
Q. What has been your proudest achievement at Stanton Communications?
My greatest achievement has been receiving two promotions in less than two years. I am thrilled to work at agency that gives me the opportunity to grow in my career and truly recognizes my hard work.
Q. How do you expect PR to change over the next 10 to 15 years?
I think PR will (and quite honestly already has) become a lot more integrated/blurred with marketing and advertising functions. We’re already starting to see that as PR pros being asked to incorporate paid advertising into overall social media strategies; paid reviews into media relations efforts; and the utilization of native advertising in general. Also, I think citizen journalism is really taking over, and it will become more critical than ever that public relations professionals find creative ways to reach the public if they can’t utilize traditional media channels.
Cara Greene, 28, Account Manager
Q. What has been your proudest achievement at Stanton Communications?
Working in support of the 2012 Alfred E. Smith Memorial Foundation Dinner to secure coverage of the Foundation and its affiliated charities. Having the privilege to work with U.S. Secret Service and assist with managing media at the Dinner, featuring the sitting President and Presidential Candidate, was also a once in a lifetime experience.
Q. How do you expect PR to change over the next 10 to 15 years?
Communicating across multiple platforms to our audience will continue to evolve over the next 10 years with the use of photos and videos. While the platforms will change in the next 10-15 years, the role of PR professionals will stick to its core—figuring out meaningful ways to connect with our audience.
Joseph Contrino, 24, Account Executive
Q. What has been your proudest achievement at Stanton Communications?
Supporting a large-scale media event for our client Sprint in April 2014 in New York City. The event hosted more than 200 media, analysts, partners and guests. It was rewarding to see hard work and dedication come to fruition after weeks of collaboration with our client’s corporate communications, marketing and events teams.
Q. How do you expect PR to change over the next 10 to 15 years?
I think it’s a very interesting time to work in Public Relations, and since I started my career (2 ½ years ago), I have already witnessed many changes in our industry. Mobile, social and digital media platforms are evolving, and we are shying away from the “norm.” The rise in directly engaging with fans, audiences, and consumers will also continue to grow as it shows significant results. I am also hopeful that print media will remain an important and major facet in our industry in that time.
Kim Kaull, 23, Assistant Account Executive
Q. What has been your proudest achievement at Stanton Communications?
As a junior member of our client team, I developed a new direction for our campaign’s content and presented the ideas to our client, who loved the plan.
Q. How do you expect PR to change over the next 10 to 15 years?
Measurement will become increasingly important in PR throughout the Big Data boom. Businesses rely on data analysis to make decisions, and PR will be no exception to this.
Megan Berry, 28, Manager, Creative Services
Q. What has been your proudest achievement at Stanton Communications?
Developing a creative design presence within the PR team as well as educating the company about the importance of design and expanding the creative “department.”
Q. How do you expect PR to change over the next 10 to 15 years?
I forecast a greater convergence of design, technology and focusing communications toward an “audience of one.” We already see it today with journalists who are more and more dependent on visuals and technology to help tell the story, distribute it and ultimately communicate on an individual level. Another instance is the use of big data/technology to create emails, promotions, and experiences that are targeted to the individual. Think Minority Report and Tom Cruise at the Gap.
However the public relations industry may transform in the future, our own under-30 professionals are on the lookout for trends, working to be on top of those changes, and becoming leaders and experts in the field. Each member of this digital-savvy group has already contributed to the PR world in a significant fashion, through their media relations expertise, forward-thinking creativity, and dedication to quality for clients. Their future can only grow brighter.
