I am in Warsaw listening to Ken Rabin talking about Learning from mistakes: Blunders in multinational campaigns.... selling the United Nations in Cincinatti, selling Michael Dukakis (in a tank).. and arguing that the media are the natural enemies of PR.
Highlight of the morning was Andrew Lawrence, Hill and Knowlton CEO for Europe, Middle East and Asia, identiying five trends for the future of PR. They were, in reverse order, 5: Destination Brands (Singapore, Dubai, Shanghai); 4 Energising Multinationals - wll the giants comng out of Russia and Asia embrace our ideas about communication? 3: 'New' Corporate Responsibility - like it or not you client will be judged on its behaviour; 2: Digital Dilemmas - our channel is to become channel neutral,not favouring one above another but choosing the the most relevant to audience and message; and top of his list... 1. Value Challenge - positioning PR as a strategic business discipline which delivers business impact.
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