5 Trends in PR – The Future of Public Relations

What will the future hold? With all the changes in technology and culture in the past 10-15 years it’s no wonder that the face of PR is also adapting. In that time we’ve managed to introduce social media, which has exploded, shift from traditional media consumption to more digital and mobile screens, the presence of online media outlets has exponentially increased and even traditional media itself has morphed to meet the needs of an on-demand society. In response to all these changes, marketing and public relations have seen a need to react quickly to stay relevant to consumers.

We’ve identified five upcoming trends in PR to help keep businesses at the top of the game:

  1. Niche Marketing- With all the niche businesses that are out there, there is also the opportunity for some awesome PR. Niche marketing is an easy way to take a unique business that solves its customer’s problems and turn it into a leading authority. Help your client stay a leader in their niche field by keeping them distinct. Right here in Utah, security pioneer SpotterRF uses their expertise in a single field to their advantage – they are quickly becoming a leader in military, government, and commercial security applications of ground surveillance radar. We can help you find influencers (both on and offline) in your market and help you stand out in the pond.
  2. Visual Storytelling– Outstanding storytelling and content distribution has always been at the heart of public relations – and in an increasingly visual world, this is not something that should be overlooked. Look for ways to effectively convey your story in simpler, more compelling and multimedia ways. Remember in the social world like we live in, news can be buried in a matter of hours, so make sure yours stands out with photos, illustrations, audio and video components. Use what works in the context of your story, and always make sure that it is easily shareable!
  3. Blogs – This is almost old news by now, but many companies are still not utilizing bloggers in their outreach. Don’t underestimate the power of the blog in today’s world. Blogs have become a trusted source of news for people and a more achievable medium for many businesses. Posting on your own corporate blog or earning coverage on a third-party blog can both have great benefits for your business.
  4. Continued Growth of Mobile-With constant developments on the mobile front, mobile content and marketing is a must for every kind of business. Even if your only online presence is a web site, it needs to be formatted for mobile devices. Instant Internet access from anywhere is only going to increase, you don’t want to be left behind. It’s also important to integrate mobile technologies into your physical marketing strategy – with QR codes, barcodes, selfie ops, and custom hashtags.
  5. Evolution of the Press Release- The age-old staple of PR lives on! But not in the way that you are probably thinking. As media changes, so should the press release. Adding a variety of media components can increase your chance that your press release will be seen. And no release should ever be published without at least one visual aid. Remember you want your news published and reporters are very busy people with deadlines, so make their job easy for them and give them everything they need. This includes traditional things like contact information and a boilerplate, sure, but your arsenal must be expanded to include things like b-roll, shareable graphics, bio photos, and the social media information of your company at the very least.

Don’t let all the changes drive you away from creating the best relationships for your business. The growth and future of PR only leads to more opportunities for you. What trends do you see coming and going in public relations? What have you done to use them to your advantage?


About the Author:

As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.
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