#ExplainIt: What does the future of PR look like? [Video]

The role of PR and communications in a company has come under the spotlight during the pandemic. Industry players are now thrust to the forefront as they are tasked to think of creative ways to help tell the brand's story, build trust among consumers with their messaging, and constantly keep tabs on the news cycle to offer up fresh perspectives. At the same time, PR and communications professionals are also used to acting as the whisperer to the CEOs' ears in times of crisis and this has become even more important than ever before.

Like many others, PR and communications professionals have also had to pivot and adapt their job scope to tackle the variety of issues faced by society, from mental health and job cuts to climate change, and cancel culture. The Edelman Trust Barometer report found that the pressure mounts on these industry players are businesses are now held at higher regard to fill voids left by governments. Consumers now expect CEOs and businesses to step in when the governments do not fix societal problems. They also want organisations to bring about change and hold themselves accountable to the court of public opinion and not just to the board of directors or stockholders.

The PR and communications scene will no doubt evolve with constant advancements in technology. As the world gears up for 2022, industry players share with MARKETING-INTERACTIVE what the future of PR would be and what consumers can expect in the new year.

Click on each picture to watch a video!

1. Vijayaratnam Tharumartnam, chief communications officer at Berjaya Corporation 

2. Arif Mujahidin, corporate communications director at Danone Indonesia

3. Genevieve Hilton, head of communications Asia Pacific at Lenovo 

4. Jean Tan, corporate affairs director at Mars Wrigley Asia 

Power up your PR and communications efforts today with MARKETING-INTERACTIVE's PR Asia Week on 1 and 2 December. Learn ways to build an evidence-based practice, up the ante on your strategies, and be head and shouldersabove your competition. Click here to register today!

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