As founder of The PR Net, the go-to community and resource hub for communications professionals, Lisa Smith has built a career not only practicing PR, but actively shaping the ecosystem around it. So when she shares what industry developments are energizing her, it's worth paying attention. Karin Eldor, senior contributor at Forbes and author of Substack Lunch at Barneys, sat down with Lisa and unpacks the five reasons why she believes it's genuinely a great time to be in PR — from the rise of smarter tech tools and a renewed spirit of collaboration, to a cultural shift toward kindness in the workplace, and much more.
Image credit: Danté Crichlow/BFA
Technology Is Making PR Smarter
I don’t know if it’s because we are leaning deep into our own tech stack right now (with great outcomes), but I’m excited about all the platforms we now have available. They’re enabling our industry to streamline work processes, leaving more time for the creative and fun part, which is why we’re here. Small shoutout to HubSpot and Zkipster, which allow us to run such a high volume of events and programs.
Collaboration Is Replacing Competition
I’m thrilled that our industry is embracing the power of collaboration, seeing the incredible value to be gained by seeking partnership with other brands and organizations. Our members’ Slack channel is abundant with messaging about partnership opportunities, and I’m also seeing increased interest in in-person networking, which is how a lot of partnership ideas are hatched.
Kindness Is Becoming the Culture
This is part of a more macro trend, but The Devil Wears Prada days of our industry seem to have withered away. Work/life balance and a kinder, more empathetic approach appear to be more the norm now.
The PR Playbook Has Never Been Bigger
When I was in my early career, marcomms (marketing communications) was much more formulaic. Now we have a huge toolbox of tactics to help achieve a brand’s objectives. The landscape has become more complex in that there are a hundred different ways you can get to a desired outcome, but it’s so much more interesting. This has also created more opportunity for agencies, which can offer a suite of different services under one roof.
PR Finally Has a Seat at the Table
With GEO entering the picture, media relations and PR have renewed and amplified strategic value. PR advisors are increasingly getting a seat at the table as strategic partners, being involved earlier in decision-making, which benefits both the brand stakeholders and PR practitioners.
