PR is evolving

Spark sees a hybridisation of the communications sector. In the "olden days", functions and job titles were distinct, agencies focused on a single activity and any communications campaign was led by an advertising campaign. Those days are gone.

Still a huge role for PR

She is, however, quick to dispel the myth of the death of the PR practitioner, saying that there is still a huge role for PR people, specifically when it comes to leveraging their strong relationships with the media.

Turning to the social media, Spark suggests that the exponential growth of social media usage means that the PR fraternity needs to be looking beyond the social media channels. Practitioners should be looking to the bloggers and forums that are in the social media environment, and developing relationships with them.

The best way to understand the medium is to get involved in it, personally, says Spark. PR people who aren't on Facebook or Twitter and blogging either on behalf of their business, or in their personal capacity and becoming an influencer in their own right, won't be in a position to advise their clients.

Transparency and operational realities

Topically, transparency is seen as an increasingly important trend. However, this should be balanced against operational realities. Currently there are numerous examples of transparency reducing as and when an operational crisis hits the business, with the veil getting lower as the crisis continues.

Sparks suggests that the advent of social media has taken transparency to a new level. This also speaks to the need for a comprehensive crisis communications plan when the inevitable happens. This will become even more important, as the speed with which social media users share information showed in the BP oil spill disaster in the Gulf of Mexico.

The fourth trend identified by Spark relates to the integration of marketing and corporate social responsibility, and the essential role of the PR person. Communications remains a vital factor in the success of any programme.

Measurement a developing trend

Measurement is seen as a developing trend, with a merging between current traditional measurement tools and the tools being developed to measure online reputations. Spark maintains that measurement has to be seen holistically, but ultimately business leaders want return on investment and, more importantly, an impact on the bottom line of the business. It'ss about exposure, engagement, influence and final action.

The final trend, specifically related to Africa, relates to the proliferation of mobile communications, and Spark warns that PR people ignore this communications channel at their peril.