Every day in 2016 thus far has felt like a sprint being off to the races from dawn to dusk and then repeat. 100 mph. No signs of slowing down. I usually despise change. I like things the way they are. But now that I’ve had a solid month into the year, I’ve noticed several trends that will shape the “new PR” in the year ahead. As the communication world evolves, PR pros have to evolve with it.
This can mean two things:
1) Roll with the punches and get used to stretching myself or
2) Have a miserable year.
As your self-appointed happiness ambassador, I say we at least try the former and learn to adapt to a couple of PR trends I see on the horizon for 2016:
- Podcast Takeover: Podcasts made their mainstream debut last year (hello Serial) and this year they will be even more prominent. Sure this is pretty “tactical” in approach, but podcasts listeners are beyond loyal. They have their 2 or 3 shows they constantly tune into and if any of those listeners match your target audience, it’s time to look into this largely untapped space in terms of pitching and advertising and, also, listening.
- Content Amplification: Ah, too much jargon for one blog post. I know. But what this basically means is that nobody goes to webpages anymore…in some shape or another. People are hand-delivered the news they want on the sites they are actively on. Think about the last time you got your latest download on Trump? Probably through your daily newsletter (like my fave TheSkimm) or even worse through Facebook. That’s where we need to get our clients: onto our audience’s Facebook wall. How? Well you’ve already seen media outlets become an extension of social media outlets (ahem Snapchat Discover ahem) but more so promote the crap out of your content and put some money behind good, quality work.
- Work Smarter Not Longer: This one falls on the individual. With so many different platforms and data-driven measurement tools, PR girls have a sea of options and the only real option is to not drown. Find what works best for you and your client. Slay. And then repeat. As for me, my new goal is to buy myself nice little things (or big things. Hi, Steve Madden Gorgeous boots) after killing it on a project or two.
The year depends on your willingness to grow, to adapt and to constantly evolve. It’s going to take some hard work in a noisy, crowded world to get your brand heard in a meaningful and cost effective way. Keep an open mind. After all, its your career – you define it.