Insights, OpinionPOSTED May 30, 2019

#FutureForward: Tap into integration and storytelling

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In our #FutureForward series we ask members of our APEX family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Katie Good, senior consultant at APEX Public Relations, discusses why being agile and constantly adapting our storytelling will continue to be a crucial skill for communicators.

It’s difficult to imagine how changed the world as we know it will be in 30 years. The changes from life in 1989 to present day – 30 years ago – show us just how much can change in a short time frame. We’ve come a long way from the birth of the World Wide Web to a world with Alexa, AirPods, self-driving cars and more.

The disruption we’ve seen as technology advances at a rapid pace has left no industry untouched. Every one of us has adapted to the advancement of the modern world, so much so that expectation of change has become ingrained in our everyday thinking. Always looking towards the newest iPhone, or the next big app, or the most recent AI breakthrough, we have become accustomed to and expectant of change in our daily lives.

Integrate to adapt

Public relations is no exception to this ever-present change. The industry has been turned on its head with the rise of social media and increased access to news through a variety of digital media. Adaptability is a crucial skill for any PR consultant today and will continue to be relevant to the industry over the next 30 years.

In order to work alongside the changing media landscape and to help our clients properly communicate their messages to the right audiences through the right channels, PR consultants need to be ahead of the curve, constantly looking out for what’s coming up ahead. The ability to adapt to new developments is the key to success, and the only way we can properly provide our clients with strategic advice for future planning. It’s a skill that will never really go out of style.

Continue to tell a story

While the world changes all around us, what will remain is the need for communications among people: the ability to tell a good story and to reach an audience. This is a skill that any PR rep should (and would) claim to have in spades, at any time through history.

The ability to create an emotional connection through storytelling has proven to be a primary means of connecting humans, with one another and with the brands they interact with on a regular basis. Since the days of sitting around a fire swapping tales to the present day 280-character tweet, humans have always found a way to share stories.

Though our means of communication will continue to shift, finding the perfect nuance to telling the right story, conveying the right message and reaching the right audience will remain a constant need for individuals and companies large and small. As expert communicators, we will always need to adapt to the current landscape to reach our audiences with the story we wish to tell.

In 30 years or 300 years, adapting our art of storytelling will remain essential in shaping communications.

Ultimately, businesses want to partner with agencies that can tell a good story and engage with a variety of audiences. If you are looking for a team of storytellers to help you write the next , visit our website or email us at

Katie Good is a senior consultant at APEX Public Relations

Check out more of our #FutureForward series to know what other skills are expected to stand the test of time 30 years from now. 

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