Generally speaking, 2012 will bring a new awareness to the need for public relations across all platforms. In order for organizations of all sizes to communicate with their publics more effectively, consistent key messages will be integrated into all marketing, advertising and Web communications and in many different formats. Organizations that achieve this will find the most success in the upcoming year.

In keeping with this theme, organizations can find success by using social media and other emerging technologies. With technology continually changing, expect a new social media site to emerge. Also, anticipate an increased marketing presence through smartphones and tablets. Organizations will need to adapt and learn best practices for properly communicating through these channels in order to successfully reach their audiences.