PR Outlook for 2012
What will 2012 hold for the public relations industry?
Marketing Elements examines 5 things we can look out for in 2012.
Newspaper opinion pieces will continue to replace ‘hard news’
With the emergence of social media and online news sites, stories now break in real time right before our eyes. This sense of immediacy means that newspapers can no longer rely on breaking news, which in turn, has seen a dramatic increase in newspaper articles that read more as opinion pieces. Journalists are well aware that stories now emerge and unfold online and the future of newsprint is in editorial, commentary and opinion pieces.
Organisations, in particular their PR agencies, will need to work closely with journalists to provide interesting and solid content for the news and editorial pages.
Social Media will continue to characterise PR
Social Media is the most powerful communication tool yet
-word-of-mouth communication
. By-passing traditional media outlets in order to reach audiences, will continue to be a common practice within the industry and social media will allow us to more effectively tap into breaking news, connect with freelance writers and engage with key media.
The evolution of social media will affect all aspects of branding and combined with traditional PR tactics will continue to increasingly become a force for engagement and impact.
We will see more and more businesses publishing their own content
2012 will mark a surge in businesses developing and distributing their own content. Whether it is company blogs or eNewsletters, an increasing number of businesses will take a proactive approach in developing their own publishing vehicles to get their message/s across.
Engagement with audiences and monitoring of blogs, in particular any commentary, will be the key to its success.
More businesses will reap the benefits of Google +
2012 will see a number of businesses extend their reach using Google + and use it as a strategic platform for communication. Being the newest addition to the social network family and with over 50 million users, businesses can extend their reach through sharing and promoting content, as well as measuring activity on their page.
Pitching will take on a more targeted approach
2012 will see many brands putting a higher value on media that speaks directly to a target audience, rather than coverage in larger media outlets. This means that PR Professionals will be required to take a more strategic approach when developing their media. Many brands are beginning to place additional value on niche media as opposed to publications with a diverse audience, meaning PR Professionals are going to be required to be more refined in their approach.