As we wrap up our reading in Danny Rogers’ Campaigns That Shook the World, think back to the campaigns we’ve discussed throughout the semester. We’ve examined campaigns spanning four decades, from Margaret Thatcher’s 1978 campaign to Dove’s Real Beauty campaign.

Though each one offered unique strategies and tactics, common themes reemerged time and again. We typically start campaigns at the same place: What are we trying to achieve? Why does it matter? What are our objectives? It’s how we communicate and how we engage our audience that can change as we adapt to new technologies and the trends of the moment.

In his conclusion, Rogers states that “it would be difficult to change the world today with a campaign that didn’t understand and test the boundaries of one-to-one communication and digital sharing.” Testing boundaries. Taking risks. In public relations, we have to continually look forward if we want to remain competitive in the industry and stay engaged with our audiences. Why is it so essential as public relations pros to stay aware of industry trends, including technological advances? What are ways we can do this? And as we look ahead to the future, what trends do you see coming in the field of public relations based on your experience to date?