3 key trends that will affect the world of public relations in 2017
With technological advancement and digitization at its own pace, the world of many industries, including Public Relations (PR), is changing rapidly. With this rapid pace of change taking place, here are the top 3 trends that will have an impact on PR professionals, especially those who work in PR firms:
- 1. Convergence
Changes are happening in all public relations companies. While traditional agencies below the line provide digital and social media services, creative agencies, on the other hand, have hired digital experts, creative people, and endorsement strategists. In general, public relations companies are focusing more on brand strategy, as well as offering new services such as creative design; Video and digital Public Relations. The convergence of a variety of services is also a threat to PR companies. Because the more the company expands its service offering, especially in technology, the more likely it is that clients and potential clients will move into a conflictive space. Public relations consultants must handle this as legal and accounting practices have done.
- 2. Video: the new star element of the storytelling
Public Relations professionals are the storytellers. They tell the target audience stories about their customers through selected media. However, as the way people consume media and stories has changed, so has the pattern of storytelling in the public relations industry. Many recent reports and studies suggest that people watch at least one video every day, and by 2020, 75% of mobile traffic will be driven by videos alone. This leads to the fact that live videos are the hot topics that accumulate billions of views on Facebook, Instagram and other platforms. With such a high inclination towards video, it is obvious that Public Relations firms are starting to use videos and other visual tools such as infographics, images and slideshows in their Public Relations campaign.
- 3. Reputation is the main concern
Reputation management will gain prominence as a public relations service offered by public relations firms. The service has already been there, but in such a volatile and negative world, its importance is growing. From media coverage to political changes, cyberattacks and online reviews, businesses, governments, organizations and individuals will depend on public relations professionals to build, protect and enhance their reputations. Public relations firms / firms need to improve and enhance their skill set to provide deeper and more accurate reputation recovery, management and auditing services, in a consistent and salable manner.