Last month Clariteer Michael Gonzalez had the opportunity to speak at the AGM of the Swedish PR Agency Association on the topic of international PR trends.

The Q&A session that followed was fascinating, to say the least. It’s very clear that if you work in PR today – whatever part of the world – these are changing times.

Here are some of the main trends that were debated:

The Art of Planning

The world of PR has always been very good at creative and strategic thinking but in the future, as the traditional agency and client relationship model is changing, skills around planning and project management will be increasingly critical.…