10 areas of opportunity for a resurgent public relations profession. Presented at the Public Relations Institute of Ireland Conference in Dublin on 22 October, 2015.

2. Talking points
• Making sense of the market
• Benchmark yourself against a 10-point
action plan
• Questions

3. 2.8bn networked citizens
and counting
Source: internet.org

4. Explosion in data and devices
Source: KPCB Internet Trends Report

5. Media proliferation:
here’s why it’s so noisy
Source: Conversation Prism

6. The citizens formerly
known as the audience

7. Organisational structure

8. Inside is outside
Source: Glassdoor

9. Complexity in practice

10. We’re heading back
to the future

11. Evolution of public relations
Media
relations
Influencer
relations
Branded
media
Community
management
Social
Business

12. 1. Agile management

13. 2. Creative: beyond words
and pictures

14. 3. Paid amplification and
influence
Source: Ketchum

15. 4. Authenticity and meaningful
conversations
Source: Condescending Corporate Brand Facebook page

16. 5. Automation but not robots
Source: prstack.co

17. 6. Data not demographics
Source: Bluenod

18. 7. Talent, diversity and equality:
2015 not 1915

19. 8. A community of practice
Source: CIPR Community of Practice

20. 9. Skills and professional
development

21. 10. Helping organisations
make the world a better place

22. Thank you
• Benchmark your skills and capabilities as
media fragments
• Future proof your value to your
organisation as it engages with publics
• Let’s have a conversation
stephen.Waddington@ketchum.com or
@wadds