Goldy Hyder recently spoke with Marketing Magazine about the Canadian PR industrywhat’s changed, what’s inspiring and what’s yet to come. In this Portraits in PR feature, Goldy shares his thoughts on challenges the industry faces and how he helps steer H+K ahead of the curve.

This article was originally published on Marketing Magazine’s website on December 16, 2014.

PORTRAITS IN PR

Agency heads share what’s changed in PR over the last year, what inspires them, tools of the trade and what the future holds.

For Marketing’s yearly PR wrap-up series, we’re checking in with agency heads on what’s changed, what they’re reading, what inspires them and what’s to come. Here is the second installment.

GOLDY HYDER, PRESIDENT AND CEO, HILL+KNOWLTON STRATEGIES

What is the biggest challenge the PR industry faces in 2015?
The biggest challenge we face is that we must make sure we don’t miss the biggest opportunity the PR industry has seen in decades. We need to do a better job of educating and informing our clients on the evolution of our profession and how our services—many of them new—integrate together to bring about actual solutions to the things keeping them up at night.

What is the biggest challenge your agency faces in 2015?
Continuing to hire the right talent to meet the demands of our time. We have extremely high standards at H+K and ensuring that we can find premium talent to meet our high-quality standards and evolving offering is something we take very seriously.

Your favourite work-related book?
The Making of a Public Relations Man by our founder John W. Hill. Mr. Hill was a pioneer, not only for the company that still bears his name, but also for the public relations industry as a whole. His seminal autobiography traces the evolution of our profession from its earliest days through the early 1960s. His observations on the role that technology and access to information plays are as relevant in our time as they were in his.

Where/how do you find job-related inspiration?
There are two things that inspire me: my family and sports. I am the proud father of three teenage daughters. They are the first generation to live with the internet since birth. As a result, they don’t perceive geography, time or access to information as having boundaries. To look at the world through my daughters’ eyes is to see the future.

In sports—particularly hockey and football—I love the strategy of the game, and the leadership shown by players and coaches. I regularly draw examples and analogies from sports as there are many parallels to leading a PR agency and a sports team.

Other than your wireless device, what’s the one tool of the trade you can’t live without?
It is decidedly low tech, but I always carry a moleskin notebook titled “Memo” with me. It helps me organize my thoughts. The joke amongst my colleagues is that you know you’ve said something “important” when I reach for my notebook.

What’s your top prediction for PR in 2015?
The ability to integrate insights, content and visual storytelling to reach the right audiences will continue to gain momentum. We are moving more and more to a co-creative environment, and as such, our ability to understand audiences and bring them together for shared purposes of doing good is going to be a critical feature of an evolving PR industry in the coming year.