The pace of change in business is increasing and PR isn’t being left behind. It can be tough to keep track of what’s going on in our industry, but it’s important to keep your finger on the pulse. Here are a few of the trends we’ve been following so far this year.
1) Data is In Demand
Of course, PR professionals have used data for a long time, but there has been a significant shift in the types and amounts of data available, and the way that it is used. Rather than measuring activity, as was common in the past, PR professionals can now measure results by tying coverage, articles and mentions back to traffic, leads, opportunities and customers.
2) Social is Central
In the past, social media was seen by most PR professionals as a bit of an afterthought, just one more thing to do or worry about in a crisis. This has changed dramatically, with social media now becoming crucial to PR strategies and brand management. PR teams are leveraging social channels for both defense (remember the Target troll?) and as an offensive weapon to help identify potential media contacts and influencers.
3) The Anti-Press Release is a Thing
We think that traditional press releases have their place, but successful brands are taking it to another level with more engaging assets like infographics, surveys, reports and video … especially video.
4) Content is King
The role of PR now includes acting as the publisher for the brand. There is a blurry line between marketing and PR when it comes to content, but PR is primarily responsible for the brand’s story and, therefore, has a huge role to play in terms of content development, publication and promotion.
The one thing we can rely on is that things will continue to change. The changing media landscape and changing buying habits of businesses and consumers mean that we have to keep on our toes or get left behind. We’d love to hear about any other trends you’ve seen or those you predict are on the horizon.