Will 2017 be the year agencies fall dangerously out of touch with client expectations?
How will the shift towards project-based work impact your agency's ability to retain long-term clients?
Do clients intend to move more marketing services in-house in 2017?
A new report from RSW/US examines these and other troubling trends, offering valuable insights into both agency and marketer perspectives on key topics such as spending, project work versus AORs, and the explosive rise of marketing technology....
Jeff Domansky's insight:
If you're a freelancer or an agency, these five trends will be valuable reading.
It’s not a surprise Facebook and Google have stayed ahead of everyone else. The two platforms have focused on two key areas: personalizing advertising and those mobile trends we just examined.
Last month, Facebook announced that they have a billion mobile-only users -- not a billion users of the mobile app, but a billion people for whom the entire Facebook experience takes place on mobile. Google has invested its vast resources into mobile search, and in May 2015, more than 18 months ago, it said that “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”
Jeff Domansky's insight:
Two key digital advertising trends to continue in 2017: personalization and mobile. Interestingly, most of the growth is on Google and Facebook.
Something I’ve been thinking about a lot lately: Are we over-relying on media relations in PR?
I’m talking about the broader scope of PR here–media relations, content marketing, social media marketing, community relations, etc.
For many years, media relations has been one of the core aspects of PR.
But, a number of stats and reports lately (not to mention consumer behavior trends in general) have got me thinking: We may be well past the tipping point....
Jeff Domansky's insight:
Have to agree. Media relations is now a tiny part of PR.
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.
What will PR look like in 2015? What will the challenges be? As communicators pause to celebrate the holidays, let's take a look at where the profession is headed next year:
What’s the difference between disruptive tech and that of emergent or innovative technology?
...Instead of reacting to technology trends at departmental levels, some progressive, brave and tireless strategists (aka change agents) are investing in a more comprehensive campaign of digital transformation.
The goal is to invest in informed models that help businesses recognize opportunities, overcome challenges, and make decisions to stay in step, if not ahead of digital customers. Digital transformation is in fact, the next big thing in customer experience and ultimately how business is done....
Jeff Domansky's insight:
It's the human factor! Research by Brian Solis on the impact of disruption and adaptation of new technology is essential reading for marketing, PR and Digital strategists. 10/10
Baby boomers represent the largest percentage of business owners in the United States. Thus, it’s safe to say that a majority of the top leaders in the PR business are baby boomers -- in their late 40s to mid 60s. This is all about to change.
The first group of baby boomers turns 65 this year, and a new poll by the Associated Press and LifeGoesStrong.com reveals that nearly half of all baby boomers now work for a younger boss. If 2012 was the year of the social media surge, 2013 will be the beginning of the end for our baby boomer PR compadres.
The media landscape is evolving rapidly, and baby boomers are about to be left behind because of their inability to keep up with technology and the changing times....
Jeff Domansky's insight:
Okay boomers. Lace up your digital running shoes and get going...
Around this time of the year, surprises happen and I am not talking about surprise holiday gifts.
People become kinder to each other, more generous, show more care about the less privileged than they are and generally act in ways that they would never consider the whole year through.
What else happens, are lists…
For the third year in a row, we consider the top defining moments in PR not just for what they are – a moment in time or just a blip that made the news – rather for their implications, such as lessons learnt or the impact in our industry....
Jeff Domansky's insight:
Nice list of 2012 PR moments and video from the Pollack Group.
Lee Rainie described the new media ecology and how “networked individuals” get, share and create information.
This new environment has disrupted the old models of public relations and requires a new understanding of how information is passed through social media and networks and how influence is reconfigured when everyone is a publisher and a broadcaster....
What’s the future of digital media marketing and social public relations?
What trends are we, as seasoned digital media marketers, seeing in the marketplace? What advice can we give the next generation of digital media marketing or PR pros for landing a job in digital marketing or communications? It’s spring, which means it’s mentoring season. Each year at this time, I meet with high school and college students eager to learn the secrets of a successful career and hear sage advice for creating effective digital marketing strategies. The great news for marketing and PR students? There are endless opportunities in digital media marketing. The great news for managers looking to hire? These students are sharp. I’m optimistic about this crop of talent....
This article discusses 3 challenges and how to navigate these challenges facing PR professionals in 2017. The author really hits the nail on the head with the first point: how to connect with users that are being bombarded with content on social media platforms. Marketing communications have really penetrated (almost) every aspect of our life, so creating content that will stand out becomes a significant challenge. His recommendation to use machine learning platforms to focus content is particularly interesting and a technology that is still being developed. Marketers are constantly having to adapt to the most effective means of reaching their target market so his second point of the need to adapt isn’t new. However, the tools which marketers will use to reach markets are changing and it will be interesting to see if any one tool dominates the market in 2017. I’d be a little wary of the data used to discuss the dark circles, upon further investigation the research source is from the company RadiumOne that sells it’s tool to other companies to keep track of the ‘dark circle sharing’.
The shift in focus to paid social media content is redefining, yet again, the role of the PR professional—a topic that Kellis will dive into in his opening Wake-Up Call session at PR News' Big 4 Social Media Summit, which will be held in San Francisco on Aug. 10. In a way, paid social is bringing public relations full circle.
"At least at Clorox, earned media now comes from creating social media ads that people will share," says Kellis, who leads the social media function for all of Clorox’s brands, including Hidden Valley, Clorox-branded products and Glad. "In the past, we’ve done PR around advertising in magazines and other media. That’s what we’ve come to with social. We’re doing PR to get earned media impressions from the sharing of social media ads. The earned part is critical, because we’re no longer measuring organic social campaigns—that’s completely out the window."
It is going to be difficult to disentangle corporate reputation challenges from the turbulent political environment in 2016. Whether it’s the Chinese currency crisis, the potential British exit from the EU, or the presidential election in the US, political events create lessons to learn and challenges to face for senior corporate communicators....
Jeff Domansky's insight:
The annual Holmes Report's Trend Forecast looks at five trends that will impact PR.
I’ve worked in marketing and public relations for nearly two decades now, and the only constant in this field throughout those two decades? Change.
... Why are companies like BuzzFeed flourishing while stalwarts like The Wall Street Journal and The New York Times struggle? In one word: technology. According to Jonah Peretti, BuzzFeed’s co-founder and chief executive, what sets the company apart is its grasp of technology. The company thinks of itself more as a technology company than a media company and embraces Internet culture. In discussing BuzzFeed’s ambitious future plans, Peretti said, “We’re organizing ourselves to be a media company for the way people consume media today.” And so should everyone else....
Jeff Domansky's insight:
Good look at the changes in public relations and media resulting from the impact of digital everything.
From the Olympics to presidential elections and enough headlines and scandals to entertain us for years to come, 2012 was a busy year for public relations professionals. Fortunately, for those looking to break into the business and those hoping to move up, job prospects continue to look promising for 2013.
A new research study by CareerBuilder and Economic Modeling Specialists Intl. (EMSI) highlighted the top 18 occupations with the most growth (most added jobs) since 2010. With 8,541 jobs added over the past two years, Public Relations Specialist snagged a place at #13 for the best jobs of 2013.
This year, we can expect a continuation of this trajectory, especially if PR proceeds to gain leeway in the battle against marketing and others over control of social media....
Jeff Domansky's insight:
Encouraging trend for PR job hunters and students.
Between dodging the Mayan apocalypse and rappelling back down the fiscal cliffs, 2012 ended or nearly ended with a bang didn't it? Depending on your perspective of course....
As soon as I saw it, I knew Mashable’s tagline would form part of my 2013 PR trends to watch.Mashable struck the perfect chord for media, as a “social business”, and in staking out its positioning for the future.
Social. Mobile. Visual.
No better statement for public relations professionals to embrace in 2013 too....
Jeff Domansky's insight:
Best wishes for 2013. May you be very social and very successful!
In our eighth annual forecast of trends for the near future, new technology continues to take center stage. Many of our trends reflect how businesses are driving, leveraging or counteracting its omnipresence in our lives, and how consumers are responding to its pull. We also put a spotlight on health, with two separate trends examining the rising awareness around the impact of stress and happiness on well-being and how businesses are addressing it.
As a companion to our full-report, we've created a 2-minute teaser video that gives a quick rundown of our 10 trends.
[Enjoyable 2-min video and predictions from JWT ~ Jeff]
'Digital First' editorial model changes the game...
...The flow on effects from today’s announcement are yet to be seen and will continue to be debated over the coming days.
But for the PR industry, there are two components from today’s announcement with big implications, the editorial job cuts and the ‘Digital First’ editorial model. Combine these together and we see the reality of a trend that has already been happening for some time.
The ‘Digital First’ model means all breaking news and content must be digitally optimized with editorial staff more or less forced to file multiple times online every day. Essentially, there will be fewer journalists writing stories (and fewer journalists to pitch to) but with more pressure to write more online optimized stories, more often....
Public relations is really in a predicament these days. Badvocates, Leakalikes, gotcha journalists and vigilante social media are popping up everywhere. Our PR talents are needed more than ever but these new challenges are also growing tougher every day....
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If you're a freelancer or an agency, these five trends will be valuable reading.