A report published by Gartner earlier this week stated that by the end of 2018, more than 50% of companies affected by the EU's new General Data Protection Regulation or GDPR will not be in full compliance with its requirements.
This piece from Information Age makes the point that one of the reasons that some businesses in the UK may be unprepared for this is that they believe Brexit means that they will not need to be compliant. Which is not the case.
GDPR presents a challenge which will face all businesses, but one that I think will also create an opportunity for the PR industry. GDPR will have a profound and no doubt limiting affect on email marketing as a channel for communications to prospective clients, just as ad-blocking has represented a major challenge to online advertising. In fact, everywhere we look from changes to Google's algorithm to hamper "old school" SEO practices, TV streaming services with no adverts or declining print media circulations, it seems it is getting harder and harder to reach your potential customers.
It could be argued that, post-GDPR, the value of third party endorsement via earned media will never have been greater as a way of marketing your business. So maybe this is an opportunity for the PR industry. Maybe...
There is only one year left until full compliance with GDPR – the new EU General Data Protection Regulation 2016/679 – is required, and preparation among businesses to ensure compliance is starting to take shape. But many issues and challenges remain.Some businesses are incorrectly cancelling their preparations due to a misunderstanding about the effects of Brexit, according to one report. Many businesses are even unsure about what the ‘data’ in data protection refers to, and mistakenly assume that data is limited to content within a database, rather than personal information that can be contained within documents, spreadsheets, recorded phone calls, and many other places.So far, cyber security concerns have dominated expert discussions, but businesses cannot ignore issues that surround the right to erasure, data portability and governance.