Research indicates that the future belongs to integrated communications, the difference between paid, earned and owned media is diminishing, the source of information is losing importance, and digital storytelling is becoming the skill of the future.
In the latest feature "PR Public Relations" in the business weekly Lider, our lecturer Dr. Sc. Mirela Holy , head of the specialist graduate study program Business Communications Management , warned that today's communicators will not survive if they ignore the trend of integrating communications and digital communication .
Furthermore, he states that all research conducted in the last few years in the field of communications indicates the following phenomena: 1) the future belongs to integrated communications; 2) the difference between paid, earned and owned media will be increasingly lost; 3) the source of information and the credibility of that source will be less and less important to the average media consumer in the future; 4) the most important skills of future communicators will be telling stories on digital platforms (so-called digital storytelling ), online listening skills, and the related skills of analysis, management and use of big data ( Big Data ).
In addition, research on the future of PR agencies conducted by the Public Relations and Communications Association Limited in 2013 showed the increasing importance of integrating communications and the role of digital communications and digital data analytics as an important instrument for measuring the success of agency public relations.
You can read the entire column HERE .
