Welcome to 2023

Hello, and a Happy New Year to you! Welcome to our first edition of 2023.

In the pages ahead, we offer a variety of thoughts and ideas to help provide you with the insights you need to work with your clients, internal teams and other stakeholders in the months ahead. This is an especially challenging time for all professions as economic disruption continues to shift business strategies and reshape our future.

Trendspotting is a popular activity at this time of year. And so, it wasn’t a surprise that our question of the month on PRSA's LinkedIn page prompted many responses. For this issue, we asked: What comms-related trends will you be keeping an eye on in 2023? In addition to the answers that you’ll find on Page 4, here are more thoughts:

“2023 should be the ‘Year of Listening.’ If we have learned anything in 2022, it is that companies and professionals can accomplish more by listening. Listen more, lecture less!” — Gerard Corbett, APR, Fellow PRSA

“Get your popcorn out for the 2023 Twitter show. I collaborated with a handful of colleagues at Montclair State on studies that showed how hate speech spiked on Twitter after Elon Musk acquired the platform and, to this point, things haven’t improved. Regardless of what happens, it will be a case study for the ages.” — Keith Green, APR

“Creating data-rooted campaigns that speak business metrics and prove revenue impact. More comms roles are starting to report into traditional marketing functions/teams, and as the CMO shifts to the CRO with a direct line-of-sight to revenue impact, comms has to start speaking the same language to keep that critical seat at the table.” — Sara Hogan

“You’re going to see more transparency and honesty out of company responses to key issues impacting stakeholders. The past three years were tough for leadership. They chose non-apologies, deflection and gaslighting instead of authenticity. Today, the public can see right through it and respond by tightening their purse strings, quietly quitting or resigning altogether.” — Dr. Kerry O’Grady, Ed.D.

“The repositioning of Twitter, and how companies, brands, and thoughtful PR professionals and their clients navigate the current hot mess.” — William Murray

“Curiosity is the most overlooked soft skill in business, sales, marketing and communication. Once you develop this quality, it can deeply impact your listening skills and ability to ask better questions and create deeper relationships with clients and colleagues.” — Susan Young

A new year for S&T Live

We’re continuing with Strategies & Tactics Live in 2023. The monthly livestream on LinkedIn provides further insights and takeaways with contributors and other speakers of interest to PR professionals.

My first guest this year is PRSA’s 2023 chair — Michelle Egan, APR, Fellow PRSA, CCO of Alyeska Pipeline Service Company. Please join us on Jan 19 at 1 p.m. ET as we discuss the year ahead for PRSA, including the new three-year Strategic Plan. Meanwhile, you can read more about Michelle and her thoughts on the challenges and opportunities for PRSA in our Profiles in PR.

Strategies & Tactics Live debuted last February. My guests have included Marie Hardin, dean of the Donald P. Bellisario College of Communications at Penn State University; Michelle Sing, head of communications and philanthropy at JCPenney; and Mary Osako, vice chancellor for strategic communications at UCLA.

More than 16,000 viewers watched the first 11 episodes, which are all available for viewing on PRSA’s LinkedIn page. 

Thank you for helping make S&T Live a success! And we appreciate your continued support of PRSA and the profession. Best wishes to you for a safe and healthy 2023!