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• Read as much as possible—business magazines, news-
papers, lifestyle publications and more.

Kerrigan agreed with Bernays that professionals can ac-
quire skills but character, integrity and objectivity are es-
sential characteristics of any public relations practitioner.
Unfortunately, universities focus more on inculcating skill
sets than teaching these traits, he said, due to strong cli-
ent demand for technicians, video producers and content
generators.
Can creativity survive "The world has become so disintermediated that these

skills are needed to effectively communicate with the
digitalization? stakeholders of virtually any company, especially con-
sumer brands," Kerrigan wrote. "But are things really so
different today that the characteristics outlined by Ber-
nays shouldn't be the top priority?"
s digitalization begets faster response times,
real-time payments and improved access to Kerrigan's book is currently sold out, but limited copies
financial services, it also creates opportunities are available at his agency. For more details, contact Next-
A and challenges for creative professionals. Two Tech Communications at MWilson@NextTechComms.com.
books explore the changing role of communications and The future of the arts
the arts in an omnichannel world.

The future of PR Worldwide digitalization is changing our relationship
with money, not only with electronic transactions and
Public relations executive Ken Kerrigan chronicled the cryptocurrencies, but also in the ways in which we value
evolution of PR in Our Future in Public Relations, published works of art. William Deresiewicz explores these concepts
in 2020 by Emerald Publishing Ltd. Tracing the origin of in The Death of the Artist: How Creators are Struggling to Sur-
PR to the 1920s, he suggests the industry is at a crossroads vive in the Age of Billionaires and Big Tech, published in 2020
as it celebrates its centennial. by Henry Holt and Co.

From early days of brand dominance to today's social me- Deresiewicz cites two popular themes about earning a liv-
dia channels, big data and analytics, PR has changed so ing as an artist in the digital age: there has never been a
much; some have even renamed it "integrated marketing, better time to be an artist; and sure, I can create, but who
communications management and collaborative journal- will pay me for it? Artists are surrounded by affordable,
ism," he noted. accessible digital tools and platforms, but these same plat-
forms devalue and demonetize art, he noted, as legacy in-
Crediting Ed Bernays, author of Your Future in Public Re- vestment channels disappear.
lations, as an industry trailblazer, Kerrigan proposed the
book's core PR principles, established in the 1920s, are Like Kerrigan, Deresiewicz believes society is at a criti-
equally valid today. Integrity, for example, is still the cal juncture as new paradigms challenge perceptions of
watchword of the profession, he stated, citing the follow- art and communications. The book interviews musicians,
ing values that are widely applicable to numerous profes- writers, visual artists and filmmakers and debunks popu-
sions: lar myths about artists' rights and intellectual property.
• Act with integrity in everything you do. Challenging Stewart Brand's assumption that information
• Be guided by objectivity—don't just tell clients what wants to be free, Deresiewicz found two problems with
they want to hear. the idea. "First, information doesn't 'want' anything," he
• Be discreet and honor confidences like a doctor or wrote. "The statement is a classic example of the tendency
lawyer. to naturalize social arrangements: to treat as eternal and
inevitable that which has been created, temporarily and
• Understand the principles of psychology—what makes contingently, by human beings."
people tick.
• Have an imagination, "that rare and sparkling qual- The second problem, Deresiewicz continued, and one that
ity." Brand also acknowledged, is Brand's assumption that "in-
• Develop a broad cultural background—essential in formation wants to be free because the cost of getting it
out is getting lower and lower all the time. So you have
dealing with people, ideas and trends. these two fighting against each other." The government
• Be insightful—see the implications of actions. needs to intervene, Deresiewicz added, to ensure the fight
is fair.
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