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News And Views

News & Views

  • 25 November 2014
  • 3Monkeys

Future proofing in-house PR teams

OK, maybe it’s not the most original of observations, but as 2015 heaves into view, it’s certainly true now more than ever before: the PR landscape is evolving rapidly - and so too are the skills that PR practitioners need in order to be effective in a competitive and fluid marketplace, whether they’re agency or in-house. Across the industry there’s a markedly noticeable fundamental shift in what clients are expecting of us - at every level and through every channel old and new. We’re experiencing these changes first hand, and need to accommodate them by developing new products and training programmes, to boost our ability to deliver the most effective work. All of which seemed like a great reason to team up recently with our friends at PR Moment, and host an event in our boardroom to discuss how in-house PR teams are evolving their skill sets and internal structures. The aim of the morning session was to find out from in-house PRs exactly how they are currently witnessing the PR landscape changing, what they’ve seen changing already, and what they expect to see in the future. Thanks to some excellent speakers and a full house, our event garnered some great discussion, while the research that preceded it has shown how in-house PR teams can become stronger…Stephen Doherty, MD, Head of Corporate Communications at Barclays, talked about how in-house teams must become fluent in the language of business - and how it is important to elevate public relations up the value chain within the organisation, by focusing on the outcomes of your communications. The influence of communicators has increased in recent years - and Doherty suggested that this had meant in-house PR people have become the barometers of the organisations that they represent. It’s therefore important that they have infectious enthusiasm to be effective.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, the impact of in-house communicators is so important because they have the advantage of always being in the room when the big decisions are being taken - and they therefore have an obligation to calibrate and put into context the activities of the business. Doherty advised in-house communicators to ask themselves every day what they have done to aid the business objectives of their organisations. Tom Barton, Head of UK Communications at Capgemini, discussed how in-house teams must make the best use of the resources that they have available to them. He pointed out that media relations skills are no are no longer enough to excel in public relations - and that to be truly effective, PR people must embrace digital, to the extent that they understand more about social and digital channels than anyone else in their organisation.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 Moxham, CEO of 3 Monkeys then took to the floor to share our research, with some really interesting insights; we’d urge you to have a read.You can read the Future Proofing PR report in full here.[TS-VCSC-Shortcode tscode="JTVCc2xpZGVzaGFyZSUyMGlkJTNENDEyNTcyNDclMjZkb2MlM0QzbWNmdXR1cmVwcm9vZmluZ3Y3LTE0MTEwNzA4MDExNi1jb252ZXJzaW9uLWdhdGUwMSU1RA==" tscodenormal="slideshare"]If you would like to find out more about our report or events with 3 Monkeys, drop us a line or contact us at