Business is changing faster than PR can keep up with it and now, the average PR toolkit can consist of all the traditional skills of the profession, along with social media, video production and event management, among many others.

On 10 July, the London College of Communication will host an event on the element of change in the modern PR industry. ‘PR and Disruption’ will feature a day of discussion on business disruption and the skills required by PR practitioners in a changing world.

Simon Collister, senior lecturer at University of the Arts and former director of We Are Social, says, “The on-going disruption of society, business and media is the single most important force that the PR industry and those working in it have to contend with today. Too many agencies and PR professionals are not set up to survive these forces. Drawing on insights from a range of leading thinkers and practitioners, our event aims to equip the industry with the knowledge, strategies and personals skills needed to gain an advantage in these interesting times.”

A slew of academics, journalists, social media experts and PR practitioners will speak throughout the day. Workshops will be offered on filmmaking and app development to complement the programme of future-thinking speakers, case studies and debate.

The LCC, part of the University of the Arts, London is on the forefront of the capital’s digital communications and journalism proponents.