5 predictions for public relations in the new year – The Business Journals

5 predictions for public relations in the new year – The Business Journals.

More importantly, PR is no longer just about media coverage, and is instead about engagement and earned influence – defined as positive perceptions across all media disciplines. Content now and forever will be a priority, and it had better be good and optimized content. Many marketing strategies are shifting to a pay-for-play model, so PR folk will continue to seek out earned influence via useful content that engages audiences.

1. PR will increasingly be defined as “earned influence”

2. Social media and digital communities will expand as trusted sources

3. Digital-age reputation management becomes a focus for business-to-business companies

4. Demand for accurate and detailed PR measurement is on the rise

5. Crisis plans will be essential

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