By Angela Kambarian, Founder of Essential Communications
As we enter the last weeks of 2018, it may be a good time to upgrade your marketing plan and devise a new course of action. As they say, “the world is changing a mile a minute” making it difficult to stay on top of things, set yourself apart or maintain trust in a rapidly evolving business environment.
When it comes to PR trends, they run the gamut from influencer marketing to storytelling to the unprecedented growth of artificial intelligence.
To ensure your PR strategy is on-point come the New Year, I suggest you check out my list of some of the most essential trends that may impact your marketing efforts. Armed with these insights, you will be better equipped to start off 2019 on the right foot and propel your business forward.
1.There is a Sharper Distinction Between Public Relations and Media Relations
According to Scott Meerman, 2019 is the year that PR pros finally realize that that PR and media relations are different activities. PR means using many different ways of communicating with constituents. How? By creating compelling, educational, or inspirational content. Media relations is just a subset of PR and mainly focused on working with reporters, editors or producers and urging them to tell a story. Make sure you do NOT limit your strategy to media relations. Try to develop a full and comprehensive PR strategy and create fascinating content – not just for the media but also for ALL your constituents.
2. The Rise of Artificial Intelligence
One of the biggest changes I foresee is AI impacting the way PR professionals operate. Some of the more mundane, tedious and time-consuming tasks can be automated making them good candidates for AI.
So what exactly is Artificial Intelligence? AI is the development of computer systems that perform the following tasks: create media lists, transcribe audio and video into text, predict media trends and monitor social media, among other things. That being said, relationship building, creative strategy development, trust building or story telling will remain the provenance of business professionals.
3. The Role of Native Advertising
I am sure you have had this experience – you are perusing a news or entertainment site and stumble upon an engaging article. When you look for the author, you find tiny print that reads “Sponsored Content” and possibly a brand name. This is just one example of how native advertising works and why it’s so effective at reaching people. According to communication experts, this trend is more likely to continue as publishers are driven to develop and grow new forms of revenue.
4. Earned Media Continues to Expand
If you are serious about boosting your PR efforts, embracing all earned media ( including influencer marketing and word of mouth), is a smart way to go. Keep in mind that in addition to publicity, speaking engagements or trade show participation, backlinks are a vital part of earned media that boosts your SEO score and gets your brand seen by a wider audience.
5. Fake News Frenzy Intensifies
Here is another powerful trend that continues to heat up. Of course I am talking about fake news. What started a few years ago as a theory, has rapidly evolved into an all-out war against against news media outlets – and journalists are feeling the heat. Currently many of them are in a fight to win back trust and restore credibility. This effects the way PR pros operate. As they prepare campaigns, develop content or craft press releases, they must be alert to any potential threats to their brand’s reputation. Therefore, it is important to be specific in terms of quotes, cite all sources and remain hyper-vigilant when it comes to statistical data.
Let’s face it: Competition across all industry sectors continues to intensify. As I pointed out in the beginning of the article, with the right insights and tools you can stay on top of your game and gain the success you deserve. The 5 trends above will put you on the road for a successful, productive and exciting PR 2019.
If you are ready to boost your PR and marketing efforts, visit http://www.kambarian.com or call 516-724-4372 today. We are looking forward to speaking with you soon!