Drugi jezik na kojem je dostupan ovaj članak: Bosnian
John Shield is the director of corporate communications of BBC. He will soon come to the PRO.PR conference where he will deliver a lecture. We used the opportunity for a brief interview with John before his arrival in Terme Tuhelj, where PRO.PR conference will be held from 6 to 9 April.
What are the biggest challenges today for TV from a PR perspective?
Television is by its very nature very diverse. BBC produces a variety of content, from news and sports to comedy and drama. All of them require quite different approaches from the PR perspective and because of that it’s a very interesting field of work. In addition, there is also a wide range of new actors who have come on the market, such as Netflix, and now more and more mobile operators who are looking to purchase content. More competition means you need to find more ways for your promotion, in order to stand out and be noticed.
What are in your opinion the most effective PR tools that you use in BBC?
It’s never just one thing. BBC uses social networks, newspapers, outdoor shooting, interviews and announcements. A good PR creates a campaign with many details that boost interest in a particular topic.
Who is your greatest inspiration in public relations?
I try to avoid worshiping of a particular hero. You must fight for your fortune by yourself!
Given the changes in the area of communication, what would be your advice for young people who decide to work in this business?
Change is something that must be accepted, and it is these changes in new technologies and platforms that we use that can lead to new opportunities and innovations. Young people easily accept innovation and are in step with the trends. They adapt to innovations so well that they could write rulebooks for innovations that we face. But ultimately, as with any profession, the key thing for young people is to collect as much experience as possible at the very beginning of their career. Find out what you like and what you are good at, and work on that. It will set you on the right path – and that is the path to success.
Which message would you send to the participants of PRO PR Conference?
I look forward to the conference and meeting people. I’m sure we have a lot of similar challenges which we can discuss and share experiences. In the changing world of trends and innovations, a good PR person has never been more important to the success of a company or organization.