Skip to main content

Another year, another set of challenges: is it make or break for the PR industry in 2018?

2017 has been a big year for the PR industry. Not only did we witness myriad crises, campaigns and the odd fall from grace, but a number of new trends also emerged. Live-stream video, for example, grew in popularity as did the use of influencers to drive engagement.
2018 looks — at least on paper — like an unprecedentedly good setup for the PR and marketing industry. But behind the scenes, the industry appears shockingly vulnerable.

Micro moments

Information can be accessed faster and faster with the use of smartphone applications, notifications, and social media. According to Huffington Post, 55 per cent of the time people use their smartphones, they do so in short bursts of 30 seconds or less. Look at how US President Donald Trump communicates with his millions of followers. Bite size sound bites are what he does best, even if the content isn’t exactly worth reading. But he grabs the attention of his audience by drip feeding tiny bits of information on a regular basis. With information being accessed in these “micro moments”, content and platforms will have to develop in a way to gain consumers’ attention in 30 seconds or less.

Keep your friends close…

The lines between PR, social media, digital marketing and advertising are certainly blurring making it necessary to work across multiple platforms to give your brand’s the full experience. Social media strategies in particular need to be addressed. What’s the point of pulling out all the stops for your biggest campaign of the year only for it to end up getting destroyed by a few rotten comments on social media? Social media these days is a full time job so everything needs to be monitored, reviewed and actioned on a 24/7 basis.

Dark destroyers

Not everything in the world is sunshine and lollypops and unfortunately, the online world is where today’s real bad guys tend to lurk. While we have seen the rise of consumer power, there is something much more pernicious and deadly that must be tackled head on – the dark web. These people are deliberately out to damage your brand and sabotage your campaigns. The dark web is where the major PR crises in 2018 will surface. Data breaches (think Yahoo!), financial information and counterfeit sales – they all exist on the dark web. By being savvy and security conscious, PR professionals can be alerted to major PR risks like these before they become headline news.

The PR industry is more exciting than ever. These trends are just a few of the many changes we at Alston & Clayden expect to see in 2018. No matter how big or small your business is, these trends can impact how you market yourself. Interested in giving your brand a boost? Get in touch with us today.

Article By: Alston & Clayden
Blog Link: Another year, another set of challenges: is it make or break for the PR industry in 2018?

Comments

Post a Comment

Popular posts from this blog

5 Biggest Misconceptions About Facebook Marketing

Do you believe of Facebook as an unbeneficial sales channel? It's not dead but a misunderstood channel, using it cleverly and it may become your leading marketing platform. Likes Are Of No Use: Most marketers think that if Ads are going ok then there is no need to consider likes. It is rational for a businessman to think this way that users conversion is necessary than just likes on Ad. To candidly behold the benefits of likes, you have to look farther. Likes are like social proofs; people mostly go for the things having more likes and reviews. People who are clicking on likes may not buy anything from you but they may increase your leads. Do not underrate the value of likes as they represent how engaging your business page is. Over-Posting Can Uplift The Performance Of The Page: The balance between different strategies of social media marketing is necessary for the constant and meaningful engagement with the audience. Most businesses apply this technique but quantity does
Post a Comment
Read more

Metatarsal Stress Fractures: How Chronic Forefoot Pain can be More Than you Think

Have you ever had a nagging pain the ball of the foot that doesn’t seem to go away. You feel it if yIu run and it gets better if you stop physical exercises for a couple of weeks. You may even notice some swelling in the area. Pain in the forefoot can have many causes from metatarsalgia to Morton’s neuroma to the dreaded stress fracture. What is a Metatarsal Stress Fracture? The metatarsal bones are a group of five long bones in the forefoot located between the tarsal bones (midfoot) and the toes. A metatarsal stress fracture or a march fracture can be caused by sudden impact or by repetitive microtrauma such as casual walking. A stress fracture progresses over the  period of many days, weeks or months.  It is characterized by swelling and pain which  are exacerbated with further activity and improve with rest. The initial onset of pain and swelling is gradual and hardly noticeable. Strenuous physical activity or high impact exercises can lead to worsening of both the swelling an
Post a Comment
Read more

GREEN KITCHEN CLEANING TIPS

The kitchen is not less than a heaven as the good enough thing is, it’s the place where good food is made! It is the only place where we lurk around the most whenever there is food craving. Take the ingredients out of the fridge and try to cook favorite dishes is the most wonderful thing we all do! But it will also leave the kitchen dirty and messy if not cleaned in proper ways. The most “cleaning attention” area of the house, the kitchen, should be cleaned regularly as of course no one likes the spilled sauce at the counter or dishes piled in the sink. POCKET-FRIENDLY GREEN KITCHEN CLEANING: Now I am telling you about as to how clean your kitchen in the cheapest and economically friendly ways that do not feel the burden on your pocket. As modern cleaning products are not Eco-friendly and harmful for our health, and you will not find environment-friendly products at low prices, so few kitchen tips using cheap and natural ingredients can sparkle your kitchen! Kitchen has some a
Post a Comment
Read more