What are the main challenges facing the industry at the moment, and how are you addressing them?
One of the most pronounced challenges facing the communication sector is the scarcity of talent. This is made even more perplexing given the nature of the industry, which covers a wide spectrum of fields, including digital, traditional, branding and social media. To tackle this hurdle, our prerogative is to work with and train individuals who think outside the box and are able to seamlessly operate across sectors through dynamic imagination, no matter their industry experience.
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What are clients asking for that’s new?
Clients know what’s out there and are continuously expecting the most advanced tactics and strategies. Our job is to keep ourselves in the know to deliver and surpass their demands. From 360-degree digital strategies spanning all platforms to explorations in the metaverse, all of which get updated in real time, the onus is on internal teams to maintain the hustle and make clients feel like whatever processes being suggested are second-nature.
How are data and technology affecting your business?
Previously, the industry operated on assumptions, but now, we have the ability to hone in on the exact behaviours and thought processes of our customers, giving us the opportunity to create highly-curated content. This grants us surgical insight into the market and consumer trends, which, as a result, helps us model our communication strategies.
What advice would you give clients to make the most of their PR/events spend?
Media and PR spend need not always be strategically allocated, especially in an over-saturated market that frequently rewards the first at the scene. Larger spends and events are still required for visibility, but, increasingly, a different approach is being adopted that prioritises short-term impact in pursuit of long-term gains. Ultimately, a balance must always be maintained, no matter the prevalent trends.
What opportunities or innovations are you most excited to see in the next year?
Further exploration in the metaverse and AI. If the past two years have been any indication, the future is continuously rooting itself in digital innovation, and the possibilities being envisioned are offering practitioners tools that would have been deemed products of science fiction no more than 10 years ago.
