John Saunders, honorable president of the International Communications Consultancies Association (ICCO), honorable member of the Association of PR Consultancies of Ireland, regional president of Fleishman-Hillard in Continental Europe, Ireland and Eurasia, and director of Fleishman-Hillard Ireland, spoke at the tenth international forum, or “Baltic PR Weekend.” Following the results of interactive voting, in which participants identified top experts from the conference for the last 10 years, John Saunders was awarded by “Boltik” as the best foreign speaker up to this anniversary.
Mr. Saunders presented a report on the theme “Prosperity in the Integrated World,” in which he shared his views on the further development of the PR industry, paying particular attention to the driving factors in the future of public relations. In his report he provided an analysis of today’s market in PR services as well as its features and trends.
Mr. Saunders noted that today’s methods of representing a company’s reputation are changing. Now reputations are being built online, with the use of every possible media platform (Twitter, Facebook, YouTube, SlideShare etc.). Messages reach the consumer instantly, and communication demands instant reactions. For this reason, Mr. Saunders noted that for the construction, management, and protection of a company’s reputation, PR consultants should consider the fact that they are always under steadfast scrutiny, and must offer clients new, adapted business decisions. As much as possible, they must have a flexible reaction to the processes occurring in the dynamically developing world. This has become an important issue for experts in public relations.
“I see three major factors which will change the essence of international communications in the near future. I designate them with an acronym: ‘DIG’– digital, integrated, global,” John Saunders noted.
Today, PR experts have in their hands new tools for closer dialogue with consumers and opinion leaders – new digital mass-media, blogs, and specialized communities which are frequently a much more effective method for generating substantial dialogue. Thanks to such sources as YouTube, Facebook, and Twitter, information travels with seemingly improbable speed. It is now obvious that these new media platforms have become a full part of the complex of mass-media and that international companies more than ever before are interested in the possibilities these media platforms offer for business development.
“These tendencies have been actively observed in Russia as well. Digital PR and social media play a large role in the theory and practice of communications in our country today. Therefore, the experience shared by Mr. Saunders is especially important,” Elena Fadeeva, General Director of Fleishman-Hillard Vanguard commented.