We asked a group of PR professionals: "How do you think PR will change (if at all) in the upcoming year?" Here are a few of their responses:
Non-traditional PR approaches will be key in 2017
"Media relations will move further into pitching story ideas via social media and mobile channels. Many reporters won't take phone calls anymore and some are now saying they'd rather be pitched via text/twitter rather than email."
"I think we'll continue to see an increased focus on the ability to build and deploy a well rounded content strategy. The way we all consume information about the products and services we buy is changing, and PR professionals need to be able to advise on everything from customer service responses, to blog posts, to social content, executive content, web, and earned media."
The U.S. presidential election results' lasting impact
"For better or worse, we're going to see the impact of a Trump presidency on business, at a macro and micro level. This might prove to be a time where business needs crisis comms leaders more than ever."
"In the wake of the U.S. presidential election, I think many journalists will be more skeptical in the upcoming year of everything from PR people to other news sources to survey data. I also think PR will continue to shift ever so slowly with the rest of the industry toward more of a gig-economy."
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.