The most crucial decision for PR professionals in the annual reporting process is to determine how you’re going to view the task and what its endgame will be for that year.

People’s preference for visual learning, the increasing levels of information overload and the fact that images help us process information quicker, provides a unique opportunity to PR professionals to take visual communication more seriously.

Working in a PR agency often grabs the headlines, but there are far more public relations positions working in the in-house environment, conceivably a far more satisfying milieu in which to work – read the views of a very experienced in-house PR leader, who shares his views on what it takes to carve out a successful career in public relations.

Nationalism is the antithesis of public relations, as the former is inherently opposed to the notions of diversity, multiculturalism and the sharing of power and is not representative of two-way symmetrical communication: nationalism, then, is bad PR. Or is it?

If you can get past the statutory and legal requirements, annual reports can be an extremely effective weapon in the public relations arsenal as long as: discipline is instilled amongst the troops, expectations are clearly articulated and seniority is used as a strategic motivational tool.

A joint-managing director of leading Australia’s technology and business PR consultancy shares his views on what it takes to carve out a successful career in public relations: experience and literacy in social media, passion and an ability to take it on the chin – they all help build the ‘personal brand’.

Two leading public relations recruiters talk in a rare and exclusive interview about the principles and approaches that underpin their methodologies, as well as what they believe makes for excellent practitioners and facilitates high-achieving careers in PR.