The Road to Convergence

Evolving Talking Dog: The Road to Convergence

Corporate leaders nationwide were surveyed on the future of the profession and advised that public relations are now converging with marketing services and a new world is emerging for practitioners, educators and students. To create the right context for the new model, Keith Burton, principal, Grayson Emmett Partners, Chicago, recognized as one of the world’s leading employee communication consultants, interviewed thought leaders — CMOs, CCOs, heads of integrated agencies and educators — seeking their input on the forces that are shaping the new convergent model. Organizations are integrating marketing services, content offerings and communications channels to deliver against key objectives.

PRSA’s January 2019 Strategies & Tactics spotlights The Road to Convergence. Public relations is converging with marketing services, and a new world is emerging for practitioners, educators and students. Organizations are now integrating marketing services, content offerings and communications channels to deliver against key objectives.

In 2017, we at the University of Georgia’s Grady College of Journalism & Mass Communication decided to lead the way in convergent communication and began implementing a new integrated model for our student-led agency, Talking Dog.

The following summary spotlights “The Seven Truths” leaders tell us are driving the future of our profession. — Dr. Bryan H. Reber, Department Head, Public Relations, Grady College of Journalism & Mass Communication, University of Georgia.

To access the full report, including additional insights and quotes from the industry’s top leaders, as well as faculty and student leadership from Talking Dog at the University of Georgia, please click the link below.

Access the full report here