As 2014 is coming to an end, it’s time to not only reflect on what has happened over the past year, but to also have a look ahead and try to find out what the future holds.

I’m sure you’re thinking about what you would like to do, achieve and experience in 2015 and you’re setting your expectations, preparing yourself and making plans how to make that happen.

This is what companies and whole industries are now doing too. Not just because they want to identify trends and business opportunities, but also to mitigate risk and get themselves on a path to success.

As a PR student or a PR professional you need to be aware of what’s happening in your industry and what’s to come in order to acquire the knowledge and develop the right skills to excel in uni or in your job.

For students, it’s also an excellent way how to get started with a PR dissertation to give you some ideas for research topics. For professionals on the other hand, it can give you a head start and some solid ground when developing new strategies or campaigns for clients to create more opportunities for them.  

I’ve been asked many times “Why do you want to work in public relations?” To be honest with you, it’s a difficult question, partly because it is difficult to explain what PR is in the first place.

In my attempt to answer that question, I’ve written three pieces describing why I want to work in PR (if you haven’t seen them yet, you can check them out here, here and here). And I know that I recently kind of left the PR agency life by joining HubSpot, but my new role still has a lot to do with public relations. Why? Because it is based on building and maintaining mutually beneficial relationships with my clients – that is very much how the PRSA defines the essence of PR.   

So for all you out there wondering why to work in PR, I decided to start a blog series called "Why work in PR: Advice from the Pros", interviewing PR professionals about their careers, reasons why they wanted to work in PR and their PR career guidance for you.

And what better way to launch these series than with an interview with one of the most well-known names in the PR industry in the UK, who’s been teaching and guiding the new generation of PR for years – Richard Bailey.

I recently talked about why you should write a dissertation about PR. Hopefully, I’ve managed to convince you and if so I think you might find this piece quite useful as it would give you some direction how to get started with a PR dissertation – by creating a plan as a first and most important step.

Writing a dissertation is a pretty difficult task. I’ve done it twice: the first time when writing my dissertation about PR and social media, and the second time with my dissertation about social media for sustainability communications. And both of them within a year!

So as you can see, I know first-hand how much time and effort it requires if you want to do it right.

The Vital Step for PR Dissertation Success

Perhaps the most important thing I learned from my dissertation experiences is that the groundwork for an outstanding dissertation is your initial plan – that’s the backbone of your PR dissertation.

PR is on the rise! With the ever growing importance of social media, storytelling and influencer relations for business, the public relations industry has a bright future.

So here’s my advice to all PR, communications, marketing or business students who are wondering what dissertation topic to choose: Write a dissertation about public relations.

Why write a dissertation about PR

It’s been over two years since I wrote my dissertation about PR and social media. However, my reserch findings are still relevant today. What’s more, publishing the results on this blog and creating a summary in the form of an infographic has driven tremendous interest from other students and professionals as well as some great endorsements. This has allowed me to make a name for myself and even build my own brand, especially after my PR dissertation was published as a book. 

"Social media is less about technology and more about anthropology, sociology, and ethnography." – wrote Brian Solis in his book Engage. When I read that I was confused. Particularly with the anthropology bit and I thought to myself "What does anthropology have to do with social media and communications?" I did get it to a point, but I only fully got to grips with the idea once finishing a recent MOOC about anthropology. It was an enlightening experience and today I would like to share with you what I've learned.

Let's start with some definitions.

According to Philippe Bourgois, University Professor of Anthropology & Family and Community Medicine at the University of Pennsylvania:

"Anthropology is the study of humans by any means necessary ... to understanding what's around us, whether it's where we live or somewhere far away. The crucial thing is that anthropology has this insight; it brings to understanding human society and human culture, which is that everyone lives within their logic. Nothing is right or wrong. Our duty, to put it that way, as anthropologists, is to uncover the logic of the people or the setting that we want to understand."

As noted in the course materials, social or cultural anthropology is about people: the environments they inhabit and the things they get up to, examined from the bottom up, not top down to find different ways of seeing the world, inhabiting the world, and in fact different worlds altogether.

That's actually very similar to what PR is about. PR lives upon other people's behaviours and cultural interactions that are the very essence of one of the most fundamental PR activities – storytelling. This, in turn, goes hand in hand with Paul Stoller's definition of anthropology: