PR Dreams for 2010

Googling 2010 predictions shows that it’s the 36th-most searched subject on the final day of the decade. I’ve read some predictions, like these, with an enthusiastic nod. Still, I think there’s some of the “daring to dream” aspect that’s missing. That’s what I crave most, the idea that as a PR professional, I can do something in a new and unique way. So, without any prediction whatsoever, here’s my wish list for PR in 2010:

1. I want to see my elected PRSA leadership affirm accreditation with one voice and promote it. The APR conversation will continue to be circular without a strong, united voice coming from the association’s elected leadership. My wish would result in more knowledgeable PR professionals coming up through the profession and agreement on best PR practices permeating down from the top. I’m tired of hearing the same old arguments about why senior PR pros who don’t possess APR think it’s a bad idea. Get over yourselves already, and together, let’s build up the profession with professional standards and expectations.


2. I’m wishing for technology that allows PR to deliver green. Instead of just talking about how green an industry is, I’d like to practice green and add in the WOW factor. I can’t wait to deliver a PR communiqué using holographic displays from smart phones and e-mails. Or how about replacing Powerpoint with this type of presentation? Steve Jobs, can you hear me?


3. Quality content. Repeat that three times please. And then do it. Don’t put something out there that isn’t relevant, fresh and timely. That means PR professionals will need to hone their strategic skills and nurture their journalistic relationships. Spend time doing this instead of putting out a news release every single day. We’ll all reap the benefit of that practice.


4. Play nice with others. Marketers, advertisers and PR professionals need to be on the same team. Playing to each strength usually gets targeted results. When one of the three legs decides not to do this, the result skews and doesn’t deliver full strength.

I’m sure you have dreams for the PR profession, too. Please share those, so we can all toast them together, and here’s hoping your PR dreams come true in 2010.