By Sarah Mason, Account Coordinator & Office Manager
While many trends from 2017 will continue to grow and develop in 2018, such as the increasing presence of videos in ads and PR becoming more data-driven, new trends will subtly emerge.
1. Reputation as the most valuable asset
LCI’s blog last week focused on 2017’s biggest PR crises. There were so many crises in 2017 it was difficult to pick out which ones to focus on for the blog. As seen in today’s news cycle, crises crop up often and can spiral out of the brand’s control. It is important to have a game plan for what to do if a crisis were to happen, or hire a PR firm if there is a concern for negative press. A brand must build up its reputation since that is what the public will pay most attention to and what will be remembered post-crisis.
2. Breaking news – in shorter bursts
In today’s short attention span world, everyone wants to know everything about breaking news… but then quickly move on to the next big thing. The challenge for PR pros is two-fold: making client news newsworthy while also making it memorable.
3. The expanding soapbox
Beyond a brand’s ability to speak directly to consumers via social media, content generation will move from those channels increasingly to 3rd party pass-alongs.
For instance, a great interaction (or a negative one) with an Amazon customer service rep goes viral via social media – and then ends up as the inspiration for a Saturday Night Live skit.
What are your predictions for 2018 PR trends? Comment below or tweet us at @LandisComm.