PR in the New World We Live in

We’ve just returned from the PROI Summit, the annual gathering of our global PR partnership network. Held in Sydney, Australia, and themed “the new world we live in,” this year’s summit explored how the digital agenda is reshaping traditional PR agency models.

Building the PR agency of the future requires us to anticipate how the Fourth Industrial Revolution may unfold – a complex period characterized by innovation based on combinations of technologies.

But in this increasingly complex world where public trust in major institutions is quickly eroding and activism is everywhere, building and maintaining trust is arguably PR’s most critical function.

– Tara Rogers-Ellis and Louise Mezzina, Mojo PR