Just as the world around us is constantly evolving and changing, so is the PR industry, and the way in which the professionals who work in the sector practice it. In order to stay on top of the game and ahead of competitors, it is important to keep up with the latest trends and developments which shape the industry. Below are several trends that are worth watching out for during the course of this year.
Traditional press releases are no longer as favourable as before. The media may only pay attention to big and well-known clients who launch something newsworthy. PR professionals need to adapt to this by coming up with new and creative ways of getting their messages delivered to their audiences. One way this can be achieved is by taking advantage of social media channels, developing relationships with industry leaders, and through the inclusion of quality visuals in to help carry key messages.
Thought Leadership is also becoming an increasing priority for many clients, with the latest marketing trend comprising of business leaders and companies positioning themselves as market-leaders, which provides a great framework for related PR tactics and campaigns.
Another emergent trend is that of leading industry influencers spending significant sums of money to grab the attention of social media followers that gain access to their networks, increase their own following, and promote their messages. Whilst this can mean a higher number of people in your ‘followers’ section, it doesn’t necessarily guarantee that these people are right for you and for your brand.
Journalists are also becoming increasingly particular and requesting better and better content – therefore it is crucial to provide higher quality content for your audience. Although there are numerous channels to promote your messages, you have to know how to leverage and amplify your content in order to draw greater attention to it.
With the rapid evolution of PR, we should always stay alert to the dynamic and fast changes in the industry to keep pace with our competitors. Our clients expect us to deliver advanced and innovative services in order to achieve their objectives – it is therefore our job to always keep up-to-date with the constantly developing landscape of the PR industry.