Public Relations Trends to Watch in 2015
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Transcript of Public Relations Trends to Watch in 2015
Public Relations Trends to Watch in 2015
• PR has probably changed more in the last ten years than it has in the last three decades.
• For communicators, new challenges and opportunities have come along with the changes we have experienced as a society, most of which have roots in the influence of the Internet and social media.
• We are living through a creative and transformative period. With each passing year comes a time to reflect on how far we've come and, perhaps more important, how much we still have left to figure out.
Public Relation
• What will PR look like in 2015? • What will the challenges be?
Questions to be asked?
Mobile will expand even further
• Last year was the year of mobile. So was the year before that.
• According to Pew Research, in 2014 58% of American adults had a smartphone.
• In 2011, that number was 44%. • In 2015, the number of smartphone users will
continue to grow, and soon it will be a virtual certainty that your audience has access to the Internet on the go.
Press Releases Will Evolve
• When was the last time you read through an entire press release? Proofreading your own releases doesn't count.
• Just as other forms of communication are changing, so are press releases.
• Look for visual content to further infiltrate press releases, as the standard text-heavy format become less popular in the coming year.
Real-time marketing will become more widespread
• The effectiveness of real-time marketing, or messaging based on current events that can be disseminated quickly, comes hand in hand with increased social media adoption.
• It's also a great way to show brand personality.
• In 2015, this type of marketing will no longer be a nice-to-have—it will be a necessary part of communications campaigns.
Visual content, specifically educational content, will be all the rage
• According to an October PR News/PR Newswire survey, 51% of professional communicators say that their video budget will increase in 2015.
• That trend isn't necessarily surprising, but communicators are also now getting the message that people don't want to be blatantly advertised to through videos.
•
The crowd will get involved
• No one will soon forget the ALS Ice Bucket Challenge.
• The viral phenomenon has become something of a Holy Grail for turning social media buzz into brand awareness, and attempts to replicate the success will continue into next year and beyond.
Security Will Continue To Be An Issue
• A series of hacks in 2014 from Sony to Snapchat to iCloud to Heartbleed to Home Depot and beyond served as further reminders of how dangerous a connected world can be for business.
• Security will be a primary concern in 2015, as more information is collected and used through digital channels.
Quality Content Will Trump Quantity
• Savvy brands already understand the importance of quality content.
• To make sure you’re heard and to bypass competitors, you’ll need to focus more on quality than quantity.
• One high-quality piece of content can be used over and over again to appeal to both current and potential customers.
• Content will also be needed to appeal to stakeholders. Audiences need to be entertained, inspired, educated, activated, and engaged.
• In-house editorial teams are necessary for creating content calendars, quality assurance tools, style guides, and, of course, the content itself.
Visual Content Will Grow In Popularity
• Visual content, especially videos, are already important when it comes to marketing, but in 2015
• Businesses will devote even more of their budget to developing this type of content.
• Advertising via videos won’t use blatant marketing messages, though.
• Instead, they’ll aim to educate the viewer, since industry studies have shown that customers want to learn something, not just be sold to.