The story of #FuturePRoof



In Autumn 2015 agency owner and management consultant Sarah Waddington (formerly Hall) founded, curated and edited #FuturePRoof, a crowdsourced book and community with the bold ambition of asserting the value of public relations.

The aim of the book was to kick start the biggest conversation ever about the future of public relations and underline its role as a management discipline driving business success. 

Featuring a foreword from Stephen Waddington, the 33 chapter book covered a wide range of topics affecting the managers of communications teams and agencies. 

The book proved so popular, edition two quickly followed in September 2016 and was launched on Kindle, immediately ranking within the top 10 for management, sales, marketing and PR. The 39 new chapters continued the discussion around key issues facing public relations, from convergence and skillset to boardroom recognition and the pace of change.

Both books now feature on university reading lists across the UK and are eligible for CIPR CPD points. A #FuturePRoof podcast is available on iTunes and Spotify and the #FuturePRoof blog features regular guest contributions (please contact if you have a topic you'd like to pitch).

#FuturePRoof training workshops have been delivered to regional comms teams of organisations including Disney, SAP, Weber Shandwick and Macmillan Cancer Support. 

The story doesn't stop there

In May 2018, a special edition of #FuturePRoof was published to showcase best practice in NHS comms as part of the health organisation’s seventieth anniversary celebrations.

Called The NHS at 70 with Lessons for the Wider PR Community, the book featured another 25 new essays from a range of senior practitioners working across the complex web of organisations that make up the NHS, taking the overall number of #FuturePRoof contributors to over 100. 

Key themes include the role of comms in achieving organisational outcomes; how organisations can secure and maintain trust; planning and data; digital-first strategies; how to address barriers to technological innovation; and the role of practitioners in managing major change.

Telling the same story in a different way

And in November 2018, in a move away from the norm, #FuturePRoof four was published, called Once upon a time in PR: Twenty-one public relations pioneers shaping our industry.

Designed as a short storybook, this told the story of 21 larger than life characters who are doing things differently and helping the PR industry to grow and thrive today. 

Those featured include the industry’s ‘Severus Snape’, PRCA chief Francis Ingham, ‘agency alchemist’ Stephen Waddington and The PR Network’s Nicky Regazzoni and George Blizzard, likened to the royal siblings in Frozen as sisters doing it for themselves.

Each of the industry protagonists is represented through an ink portrait and short story. You can see these displayed in a gallery at the PRCA thanks to director general Francis Ingham.

All four books are available to purchase here. If you'd like to get involved with the community, follow  @WeArePRoofed on Twitter and join the
#FuturePRoof Facebook group

All costs associated with the design, production and marketing of #FuturePRoof are paid for by Sarah Waddington as part of her mission to improve social mobility within the PR industry by making thought leadership and best practice accessible to all.