Happy 2012!

There are ten reasons to be cheerful about 2012 say PR experts. From London 2012 Olympics to the US elections, there‘s a great deal to be thankful for in.

Ten reasons to celebrate PR in 2012

Ignore all the doom and gloom on the news and count your blessings, as there are plenty of grounds for professionals with PR jobs to be optimistic. According to these industry experts, there are ten good reasons for looking forward to 2012.

Marcus Smith, senior director and head of international affairs at PR firm Weber Shandwick, says that not all news is bad news, and gives two reasons for being positive:

1. London 2012 – “The London Olympics is an event that will focus the world’s attention on this country for a short but intense period in summer, and which is already throwing up numerous opportunities for eager PR people. Apart from the PR contracts to be picked up around the Games themselves, there is the hope that the influx of tourists and the feel-good factor induced by a stirring British performance, will lead to a significant boost to the nation’s high streets.”

2. World current affairs – “A US presidential election, the continuing progress – however faltering – of the Arab Spring and the prospect of resolution of at least some of Europe’s economic woes, does give one cause to hope that business confidence, that most precious commodity and the touchstone of the PR industry, may be coming back.”

Nancy Prendergast, managing director of PR consultancy Tannissan Mae, gives one technological reason:

3. Latest TV developments – “Double-screen TV viewing is the next frontier for PROs. For example, Channel 4 is working on pilots to integrate linear screen viewing into social media and streaming. So, in 2012 we’ll find that if a client’s feature or interview is airing on linear TV, the second screen app will provide new ‘live’ opportunities and challenges: click-throughs to featured products or further background reading or viewing, or extended conversation through social media for viewer comment/opinion/recommendation. We’re only beginning to imagine what is possible.”

Three advantages of PR as a discipline are suggested by David Alexander, director at agency Calacus Public Relations:

4. PR is cost-effective – “Companies large and small need to engage with their audiences and with advertising proving to be more expensive and less likely to influence the public, PR will continue to prove its worth in the media/marketing mix.”

5. PR is adaptable – “In today’s unpredictable climate, committing to large advertising campaigns can be daunting for companies while PR campaigns can be tailored more readily.”

6. PROs are cheerleaders – “In this gloomy world we’re living in, it’s great for PR consultants to be able to spread a little positivity and optimism.”

Last, Trevor Morris, author of PR Today: The Authoritative Guide to Public Relations, concludes with four cheery thoughts:

7. PR is fun – “PR will remain an exciting, diverse and important industry despite the downturn.”

8. Improved journalism – “Fear of Leveson will make tabloids behave a little better … and perhaps be a little duller.”

9. Businesses need PR – “Organisations of every sort will continue to invest in PR – as they have done through all previous recessions – because it works ...some of the time.”

10. We operate in a stable nation – “At least we aren’t living in Iran, Zimbabwe or Greece!’