Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Bart de Vries is the president of the International Public Relations Association (IPRA), a global network of PR professionals, and regular jury member for various national and international PR awards including the Golden World IPRA. From the 6th of December, he will take part in one of the most popular PR conferences, PRilika 2017 in Belgrade. He will give a talk on creativity, measuring and evaluating, and the challenges facing today’s PR profession.
How important is creativity in PR?
Bart de Vries: Creativity is essential for the PR profession both agency and in-house for one simple reason: to stand out! There is an incredible level of noise in communication world, creativity helps us to side step it.
What motivates us to be different and better is a simple principle that PR needs to be seen to have an influence. This is expressed on three levels: be on the list, be inspirational and create a stir amongst general public. Bearing this in mind, creativity in PR gives you an edge.
What is the future of PR?
Bart de Vries: Although the term and definition could be debated, PR is more important than ever. PR tries to create a synergy between organisations and their target audiences. In a divided communication world, full of informative but often manipulative information, PR can be a tool that brings transparency, dialogue and trust to the chaotic world of communications that exists today.
As very experienced PR professional, can you tell us about future and outmoded trends in PR?
Bart de Vries: Corporate communication relying on passive information is definitely outmoded trend. As PR professionals, we are participants in the communication not operators. Another outmoded trend is a detailed PR plan or programme of activities for several months. This is not possible anymore; the world changes too fast and unexpectedly.
Current and future are agile PR or communication plan, gauging the value of PR, adapting the means of gauging through PR profession and maintaining the reputation in a post truth world.