The 2016
PRISA Conference was the first time ever that PRISA has collaborated with the
Loeries and is the official sponsor of the
Loeries Public Relations Communication category. The theme, "Advance, Rise, Grow", focused on the evolution of public relations and the integration of the various disciplines such as marketing and advertising. This re-iterated the fact that public relations is not only surviving but thriving in the global landscape.
Increasing role of PR practitioners
“In the digital landscape, public relations practitioners have a far more challenging and complex role to play,” said Francois Vorster, chief disrupter at Integrated Marketing Solutions. Vorster presented on the topic of 'How to make PR thrive in a changing digital landscape' and facilitated a panel discussion on integrated communication.
“In the digital world content creation, although not necessarily credible, now sits in the hands of everyone – not just journalists. PR practitioners can no longer just push out communication like they used to. They need to scan, listen and respond – using more channels and in a far quicker time frame,” he said.
Vorster added that traditional media still has an important – yet diminishing – role to play in the communication mix.
“Now is the time for PR practitioners to really up-skill and learn different ways to reach the masses,” continued Vorster. “Storytelling is the new way to communicate – using multiple channels. The youth are all online and it’s no secret that we’re heading towards a digital future. There are some people under 18 who have never read a newspaper. What’s going to make them read one now?”
Speakers such as Michael Judin re-iterated the vital role that public relations plays in the implementation of the soon-to-be-released King IV report.
”The King report elevated public relations to boardroom level,” said conference attendee Catherine Larkin from communication company CVLC. “Public relations is taken more seriously than ever before and is acknowledged for the strategic role it plays in an organisation’s success.”
"The two-day programme was insightful, informative and engaging,” added Larkin. “There were some fascinating panel discussions – such as the one on crisis communication. A decade ago, crisis communication was not a priority for many organisations but, with the growth of social media and digital media, it has now become a necessity and a top priority for organisations. The way companies deal with crises has also altered”.
For the first time ever, PRISA launched a conference app, with thanks to Shareable Apps director, Roger Phillips, for coming on board and making this possible
Phillips says; “We were delighted to provide PRISA with our blast-out technology enabling every delegate to download the conference app within a two minute window of the blast out."
The 2016 PRISA Conference allowed delegates to engage, collaborate and learn from each other thus enhancing the profession and standard of public relations.
PRISA thanks all their sponsors: Integrated Marketing Services, MSCC, Eskom, Buhle Bethu Travel & Tours, WE, FlySAfair, Mahle.
To our media partners – media update, Nex Media, BrandTv, Sunday Times and The Times – without you this would not have been possible.