Jennifer Muir on the PR danger zone

Public relations. As the many facets of the media and communications industry continue to converge, there are many who would tell you PR is doomed to fail. But with the federal government predicting that an extra 25,000 people will join the PR profession in Australia by 2019, surely there's more to the story.  The rapid growth of digital and social branded content has caused disruption across the PR sector, as traditional methods of communicating are replaced by modern techniques, data and analytics. This shift has brought with it many questions: What does the future of PR look like? What skills do PR professionals need to thrive in the modern industry? And why is there such grave concern for the future of this sector? This week on The CMO Show, Mark and JV are joined by Jennifer Muir, national president of the Public Relations Institute of Australia (PRIA) and general manager at Primary Communication. With more than 20 years experience in the PR and communications landscape, Jenny brings fresh insight and new experiences to her role with PRIA, and to the future of the PR industry more broadly.