The assembly is a requirement of PRSA's bylaws, and past assemblies have been mind-numbing affairs in which delegates from around the country were asked to consider and vote on administrative minutiae regarding the business affairs of the group.
In response to voices like this one, the assembly has been modernized, and the preliminary agenda only calls for us to spend the morning dealing with such issues. The afternoon is turned over to a "Town Hall Meeting" on "Defining the role of the public relations professional of the future." We were asked to solicit input from our chapter on the questions below.
My plan is to post the questions here, solicit your input on any or all of them, and write up my own thoughts in the next few days. So here they are:
- What role will the public relations professional play in 2015? How is this different from their role today?
- What other knowledge, skills and abilities are necessary for success in the future?
- How will knowledge, skills and abilities be impacted by:
- Social media?
- Integrated marketing/communications?
- Globalization?
- The disintegration of traditional media?
- The demand for results — focus on measurement and evaluation?
- Other?
- How will knowledge, skills and abilities differ by:
- Career stage?
- Industry?
- Organizational setting?
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