All good experiments begin with observations. As such, Wildfire labs conducted a range of expert interviews with some of our influential friends in senior PR and technology roles about what’s next for the PR director. In particular, we were interested to observe our test subjects’ thoughts on what the role of the PR director of the future might look like, whether ‘PR’ is even a valid description anymore, the risks and opportunities for PR as the comms function continues on its journey of rapid change.
These interviews provided the breeding ground for Wildfire labs, uncovering a range of theories and trends for our crack team of scientists to investigate. Here though we present the results of the initial observations with our test subjects.