With 2017 practically in the rear-view mirror, it’s time to start looking ahead and thinking about what’s going to be hot in 2018. Public Relations is a constantly evolving world of innovations for companies to revive their existing strategy.
Here are 3 PR trends that are slated to be crucial in the next year.
Brand reputation will return even greater value in 2018
Managing your brand’s value in a crisis is what defines the effectiveness of your PR. However, over the last few years, leading brands much too often lost their own narrative during a crisis, in turn digging a bigger hole for themselves.
Expect this to continue to happen in 2018. However, what you must strive for is to build your company’s reputation to the point that when a crisis does hit, it creates minimal impact on your overall client base. You need your customers to be able to trust you when the time isn’t great.
One can achieve this by increasing one’s presence over social media, owned channels and more such digital marketing avenues.
Brands will feel an increased urge to put out socially positive messages
2017 has a year fuelled by negativity in many ways. Right from President Trump’s tenure in office to numerous mass shooting incidents around the world – these are polarizing times people live in.
To counter that, brands feel compelled to release peace-loving, or positive adverts. The problem, however, is that with everyone doing so, it gets the audience to see through the hokeyness of it. You don’t need to look further than the disaster of Pepsi’s Kendal Jenner campaign to search for acitation.
Industry experts feel public relations must steer away from necessarily always voicing neutrally positive things to taking sides in an argument. That is seen as being bold and having an individuality – which will see reward in the long term.
Pure media tactics are not going to work any longer
Old school media is undergoing a complete overhaul. Media and online marketingare gravitating today towards what is known as the ‘Buzzfeed model.’
This altering landscape of traditional journalism represents a chance for existing PR pros to stake their claim and have more of an impact than before. It’s time to think out of the box, get creative and bring forth new ideas.