As we click our brains into work mode after the Christmas and New Year break, it’s the ideal time to look ahead to what 2019 will have in store. A lot has happened in the last 12 months, and while Brexit has hijacked the news agenda here in the UK, it feels like the world is currently grappling with an unprecedented number of political, social and technological shifts. This rapid, frequent change shows no signs of letting up, bringing a whole new set of challenges and opportunities for marketing and PR professionals in the 12 months to come.
Corporate Social Responsibility –what it is, what it does and who needs to know about it has transformed over the last decade. Long gone are the days of companies simply signing checks to charities or sponsoring events. Far from being just a box-ticking, PR exercise, for many businesses, it now feeds into their wider strategy.
Embark on a PR campaign and chances are you’ll hear the word ‘thought leadership’ thrown into conversation before too long. And if you’re not acquainted with the term, it probably sounds like yet more annoying and unnecessary business jargon. However, it’s actually a more esoteric (and nobler!) concept than that.