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Where is the world of PR going in the future?

Text that reads: The PR and media landscape is rapidly changing.

Where is the fast-moving world of PR heading in the future?

University of Guelph-Humber Media Studies professor and communications consultant Heath Applebaum is always exploring emerging trends in his profession to ensure that the next generation is prepared for what’s on the horizon.

“The PR and media landscape is rapidly changing, so it's essential that faculty and students are connected to what is happening right now in the real world outside of the classroom, to anticipate and stay ahead of the curve,” Applebaum said.

Applebaum recently led a panel of academic, corporate and agency leaders to examine “The Future of PR” at a sold-out event hosted by the Canadian Public Relations Society in Toronto, with a panel that included Dave Haggith, Senior Director of Communications at Maple Leaf Sports and Entertainment, and Argyle Public Relationships President and CEO Daniel Tisch.

Together they examined seven “megatrends” identified in a Canadian Public Relations Society white paper that included issues relating to fake news and the decline of journalism, the rising value of reputation, relationships and communication, and artificial intelligence.

To Applebaum, it’s become clear that change is the new norm, rather than the exception.

“In this era of digital transparency, where messages and images can spread globally with the click of a mouse, the reputation of people, companies and brands have never been more vulnerable to attack,” he said.

“To survive, organizations must be prepared to operate with integrity, and strive to behave and communicate ethically and transparently. It is both the right thing to do and the smart thing to do, and PR leaders are uniquely positioned to help influence this positive change.”


In addition to teaching at the University of Guelph-Humber, Heath Applebaum is the President and Chief Reputation Officer of Echo Communications Inc. and is the Director of Education, and sits on the Board of Directors for the Canadian Public Relations Society based in Toronto.

He is a global-award-winning marketing expert that brings 20 years of industry experience into the classroom, having led reputation management strategies for multinational companies including PepsiCo, Cadillac Fairview, Deloitte and MasterCard.