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Staying on trend can make or break an agency

Trends: why should we embrace them?

We live in a time when competition is getting stronger by the second and we find ourselves continually trying to distinguish ourselves from everyone around us. The question is: If we are all preoccupied with trying to stand out, are we not losing sight of the actual motive? And in the moments when you genuinely are shining, how will you be able to keep the clutter of advertisements and conformity away from your mind?

The answer to these questions is one word: trends. Embracing trends will reflect positively on any public relations agency. This is because once an agency implements what is trending to its daily produced content its posts will be deemed relevant, revolving around what the world is talking about, and what consumers are interested in.

This is key to making a PR agency distinguish itself. Through implementing what is trending in its relevant industry, an agency will capture the interests of individuals, know what their intentions are, and always be informed with new trends.

As someone working in public relations in Dubai, one of our main goals is attracting the attention of journalists and editors with the press releases we dispatch by employing content that would be of interest to them and their readers; this is where trends play a pivotal role.

When public relations agencies start linking their generated content to what is popular in the market, it will almost certainly lead to a pleased client who will start taking notice of the traffic that the agency’s content is driving to their business.

How to stay up-to-date with the latest trend?

“Nothing is constant but change itself.”

This is a quote that I believe is very relevant to the time we live in. Change is inevitable, whether we like it or not, and though it may be uncomfortable at times, it is essential as it is the only way to move ahead beyond the competition.

There are two tools that are vital to track trends in an industry: Google Alerts and Google Trends.

  1. Google Alerts

Google Alerts is a tool everyone incorporates in their daily career tasks. Through this magical tool, you will be able to discover the trends that are shaping an industry through keywords you choose. You will always be informed about what is happening in your sector, and based on this knowledge, you will be able to plan any future strategies.

  1. Google Trends

Google Trends is a tool that is perfect for everyone who resorts to Google when conducting a research. It helps with the following:

  • Track a relevant keyword to the industry in question
  • Establish what people are searching for in regards to your choice of keyword
  • Consolidate and classify the information you gather from the tool   

In conclusion, keeping up with trends is critical and all PR agencies should consider making their employees dedicate some time in their busy schedules to pin down exactly what is trending around them, as it is a very effective way to stay ahead.

Lina Abu Osba is Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |