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

Popular posts from this blog

How to make PR work for you

The digital era has transformed global business needs and many PR agencies have been forced to dust off their cobwebs and adapt to the complicated world of online content. So is traditional PR still relevant I hear you cry? The short answer is yes! Getting your story heard in the digital age may seem daunting but the same rules still apply; good old-fashioned PR and the practices that made it so effective in the first place still at the very core of it all. Understanding exactly what media and messaging an audience wants to engage with is what matters most and all you really need to do is give things a digital twist to ensure your message is actually heard. But doesn’t PR cost a lot of money? The good news is that PR doesn’t have to cost an arm and a leg.  You don’t need to appoint a flashy high-priced agency that delights in racking up big bills and bombarding journalists with countless emails that will probably go straight to spam. Here are five tips to get you started. 1-...

5 Energy Conserving Solutions for Commercial Buildings

  In today’s environment, a large population is consuming polluted water and breath in dirty air. Making the commercial or corporate buildings energy efficient helps us in creating clean and better surroundings. A great number of the working professionals spend almost half of the day in offices. Therefore the energy consumption could be very high sometimes that may lead to the high billing cost. Here are few useful tips which give you insights into the practical energy efficient methods which will be really helpful to you. Try to control the increasing energy demand smartly: It is usual for the industries that the demand may raise and it also increases the billing cost of electricity. You can adopt the smart and strategic solutions to save more energy. Regular maintenance of the machines also helps you to decrease the burden on your pocket. Moreover, it keeps the machine working for long period of time, provides an overall benefit of high work efficiency and reduced operatio...

Common Email Marketing Mistakes You Should Watch For

Marketing is a whole world inside itself! It does not bind to a single platform but a large number of channels can be used to reach your target audience. Email marketing is one of the strongest sources of marketing that is still prevailing in today’s era. It involves the careful crafting of the message that can trigger your customer to read and take actions. For successful email marketing, you must check for both the current trends and the mistakes that should be avoided in the email marketing. More focus on the product than the target audience: This practice is bad as it makes the customers losing interest in your email. Despite this negative aspect, it is included in many marketing strategies. Give more attention in persuading the customers that tells why your product is useful and worthy to purchase. You can add reviews which will act as a plus point in keeping your reader engaged. Don’t forget that customers are your biggest asset and only a well-crafted email can attract an...