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PR Trends to Look for in 2017


The innovations and challenges of 2016 are the foundation on which the next year will be built. After observing what we learned over the last 365 days, let's take a look at five anticipated PR trends we can expect to see in 2017.

  1. Implementing data-driven PR methods is a trend you can expect to see in 2017. Now more than ever, publicists are feeling the impact of our rapidly accelerating shift to a digital, mobile and connected culture. In just the last year, we have seen social media platforms take full advantage of the demand for data-driven marketing. Facebook Live, Instagram video and Snapchat are just a few contemporary platforms used to boost and track engagement.

    A few examples of measuring data to benefit PR efforts include:

    • Becoming familiar with your audience based on data gathered from various platforms.
    • Measuring popular content by determining which posts receive the most engagement.
    • Gathering data that shows when your audience is online. This will maximize content engagement by presenting the best time to post.
  2. This year we should anticipate an increase in digital campaigns. The rise of digital campaigns will create a higher demand for digital talent outside of the traditional PR industry. The need for digital marketers, earned media professionals, SEO experts and social media strategists will be more essential than ever. PR fledglings and seasoned professionals alike would be wise to learn and embrace these up-and-coming digital roles.
  3. In addition to mastering new programs, PR professionals of 2017 will explore new ways to merge PR with neoteric tech. For example, SEO and Public Relations haven't always coexisted. Today, digital marketing and communications are practically one and the same, coalesced through the evolution of SEO and Google's recognition of superior content. This year, expect to see SEO and PR specialists teaming up and integrating their work. This collaboration is vital for optimizing the highest-quality content.
  4. The outstanding PR specialists of 2017 will learn to navigate unfamiliar conduits of connectivity. In the last decade, subtle modifications to our social networks have made it more convenient to reach out, stay in touch and quickly circulate messages. These advancements continue to reshape the way we view engagement and response time.
  5. Practicing PR in real-time will be a trending element in the next year. As a publicist, the window of response time continues to narrow. "Instant gratification" is a term adopted by our society as the standard for digital interaction. Consumers engage with brands in real-time. Therefore, those brands will expect their PR reps to react, respond and engage just as rapidly. The PR experts of 2017 will know how to create multimedia content and champion new technologies, while fostering connections with consumers, clients and media. Fusing technological trends with transparent communication will be the key to success this year.