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Setting The Agenda 
For Tomorrow’s PR 
Neville Hobson 
@jangles 
October 17, 2014 
#NEMO14 | @jangles 1
• Communicator 
• Blogger 
• Podcaster 
• Test pilot (shiny new objects) 
• Experimenter 
• Construction worker 
• Visualizer 
• Eternal optimist 
#NEMO14 | @jangles 2
I’m a 
digital 
natural 
#NEMO14 | @jangles 3
1993 2014 
http://www.kpcb.com/insights/2013-internet-trends 
#NEMO14 | @jangles 4
Anyone with an opinion and an 
internet connection 
can influence someone 
else about the things you 
care about. 
#CRS400 
NEMO14 | @jangles 5
http://www.gartner.com/newsroom/id/2819918 
#NEMO14 | @jangles 6
People don't care about the 
Internet of 
Things 
#NEMO14 | @jangles 7
People care about the 
Internet of 
Caring 
Things 
#NEMO14 | @jangles 8
http://venturebeat.com/2014/10/12/the-doctor-will-see-you-now-through-google/ 
#NEMO14 | @jangles 9
Convergence 
Five converging forces – 
mobile, social media, data, 
sensors and location – are 
reshaping our lives and will have 
profound effects on each of us 
individually, in the workplace and 
in our society at large during the 
coming decade. 
http://www.amazon.co.uk/Age-Context-Mobile-Sensors-Privacy/dp/1492348430 
#NEMO14 | @jangles 10
TODAY 
#NEMO14 | @jangles 11
#NEMO14 | @jangles 12
#NEMO14 | @jangles 13
#NEMO14 | @jangles 14
#NEMO14 | @jangles 15
https://twitter.com/USAirways/status/455789281894604800 
#NEMO14 | @jangles 16
https://twitter.com/CanadaNATO/status/504651534198927361 
#NEMO14 | @jangles 17
https://twitter.com/JamieDMJ/status/512877924354379776 
#NEMO14 | @jangles 18
You can’t tell anyone anything new 
any more. 
They already 
Googled it. 
#NEMO14 | @jangles 19
http://www.slideshare.net/sap/99-facts-on-the-future-of-business 
#NEMO14 | @jangles 20
http://www.slideshare.net/sap/99-facts-on-the-future-of-business 
#NEMO14 | @jangles 21
http://www.slideshare.net/sap/99-facts-on-the-future-of-business 
#NEMO14 | @jangles 22
http://www.slideshare.net/sap/99-facts-on-the-future-of-business 
And 
‘digital 
naturals’ ? 
#NEMO14 | @jangles 23
Of 16-To-24-Year-Olds 
Want 
http://www.forbes.com/sites/victorlipman/2014/09/22/71-of-16-24s-want-wearable-tech-why-dont-i-even-want-to-wear-a-watch/ 
#NEMO14 | @jangles 24
#NEMO14 | @jangles 25
#NEMO14 | @jangles 26 
http://www.amazon.co.uk/Wearables-Smartwatches-Activity- 
Trackers/b?ie=UTF8&node=4845975031
Temperature test 
• 80% said wearable technology will be hugely beneficial to people 
in their daily lives. 
• 30% felt it will promote even more the divide between information 
haves and have-nots (or between those with money and those with not 
enough). 
• 50% thought that wearable technology is still years away from 
becoming mainstream 
• 70% were certain that privacy and information confidentiality 
will be a big worry as wearable technology becomes more common. 
(No one mentioned ethics or ethical behaviours.) 
http://www.nevillehobson.com/2014/07/09/way-ethics-prethics/ 
#NEMO14 | @jangles 27
#NEMO14 | @jangles 28
http://www.wired.co.uk/magazine/archive/2014/11 
http://www.telegraph.co.uk/news/11155337/Big-companies-snoop-on-public-more-than- 
GCHQ-says-spy-chief.html 
#NEMO14 | @jangles 29
Are We 
Too 
Complacent? 
#NEMO14 | @jangles 30
TOMORROW 
#NEMO14 | @jangles 31
Imagine going to a meeting with people who 
do you not know. As you walk into the room, 
your smart watch triggers a sensor in the 
doorway, which now lets everyone in the room 
know you have arrived. As a portfolio about 
you flashes in front of their eyes, a quick 
introduction to each person in the room 
simultaneously scrolls inside your specially 
enabled eyeglasses. 
“ 
” http://www.cmswire.com/cms/internet-of-things/a-vision-of-wearable-tech-in-the-workplace-026113.php 
#NEMO14 | @jangles 32
http://www.slideshare.net/kleinerperkins/internet-trends-2014-05-28-14-pdf 
#NEMO14 | @jangles 33
} Drivers 
= 
Enabler 
#NEMO14 | @jangles 34
MEANS 
TO 
AN END 
#NEMO14 | @jangles 35
http://youtu.be/KsGYucIy-N0 
http://www.prca.org.uk/futurepragency 
#NEMO14 | @jangles 36
The PR Agency of The Future 
1. Put the client first 
2. Recognize the need to specialize 
3. Take everyone on the journey 
4. Don’t throw the baby out with the bathwater 
5. People remain our greatest asset 
https://econsultancy.com/blog/65506-is-this-the-pr-agency-of-the-future 
#NEMO14 | @jangles 37
What is your role in 
such a rapidly-evolving 
landscape 
#NEMO14 | @jangles 38
Be… 
• Relevant 
• Measurable 
• Valuable 
• Entrepreneurial 
• Ethical 
• Open 
• Professional 
• Courageous 
#NEMO14 | @jangles 39
Setting The Agenda 
For Tomorrow’s PR 
Neville Hobson 
@jangles 
Lund University Helsingborg, October 17, 2014 
This presentation deck and original content therein is copyright 2014 Neville Hobson. Some rights reserved. 
Re-use of this deck permitted under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 license - read the 
license for terms. 
Other presentations by Neville Hobson are available from Slideshare at http://www.slideshare.net/neville. 
If you have questions or comment arising from your use of this deck, contact Neville Hobson: 
 +44 7577 997 222 
 neville@nevillehobson.com 
 www.nevillehobson.com 
 @jangles 
#NEMO14 | @jangles 40

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Setting The Agenda For Tomorrow's PR

Notes de l'éditeur

  1. About Neville Hobson Communicator, blogger, podcaster, based in the UK. Communication consultant. Co-founder of the FIR Podcast Network. Co-host of The Hobson & Holtz Report weekly business show. Presence across the social web especially on Twitter, Google+.
  2. On the internet everybody knows you’re a dog.
  3. Gartner’s Emerging Technologies Hype Cycle 2014.
  4. “The doctor can see you now”
  5. World Map of Social Networks July 2014.
  6. Most social networks are now mobile-first.
  7. Twitter growth tops Wall Street forecasts & Facebook user base shifts further to mobile.
  8. “Citizen journalism”
  9. Twitter example: US Airways pic April 2014.
  10. Twitter example: Canada at NATO August 2014.
  11. Twitter example: Scottish referendum September 2014.
  12. Over 40% of the companies that were at the top of the Fortune 500 in 2000 were no longer there in 2010.
  13. Globally, more people trust regular employees to tell the truth than CEOs (50% vs 43%).
  14. Gen Y will form 75% of the workforce by 2025 and are actively shaping corporate culture and expectations…
  15. Millennials (and ‘digital naturals’?) believe that other consumers care more about their shopping experiences than companies do – and that’s why they share their opinions online. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life.
  16. Smart wearables!
  17. Amazon UK Wearable Tech Store.
  18. Twitter needs access to…
  19. Privacy threats – Daily Telegraph, Wired magazine.
  20. Magnitude of upcoming change will be stunning…
  21. [Video] PRCA and the PR Agency of The Future.