PR remains the cornerstone of corporate communication. And if reports are to be believed, their popularity is unlikely to fade in the coming years.

Don’t believe what they’ve been telling you about the future of PR! The Association of National Advertisers (ANA) and the USC Center for Public Relations at Annenberg School for Communication and Journalism report predicts that marketers are planning to increase spending on public relations over the next five years. Nearly sixty-two percent of respondents are planning to increase internal PR staffing. What are the other findings of the report?

What’s The Role Of PR In Shaping A Future-proof Industry?

This was the subject of a discussion held at the National Press Conference in Johannesburg. Chairman Daniel Munslow had acknowledged that PR does remain an important aspect of corporate communications. They’re trying to see the worth of the profession beyond the traditional cost center outlook. Around 87% of PR executives around the world believe that in five years from now, PR is more likely to be aligned with marketing. It could help a company increase its value in an organization. How will PR likely affect specific industries, like banking or airline?

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Andrew is Co-Founder and President of Fullintel. His 25-plus years of media intelligence experience helps large organizations and Fortune 1000 companies such as Textron, AAA, Clorox, Kraft Heinz, MUFG, and Bell plan and implement day-to-day and crisis media monitoring and analysis strategies and best practices. He also co-founded dna13, the world’s first software-as-a-service media monitoring platform, which was eventually acquired by PR Newswire.