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- 2. Traditional ad firms will seek PR talent. Firms
that previously focused only on advertising will begin to seek PR
talent and social media experts as a way to remain competitive and keep
their share of marketing budgets. Firms that have already mastered
integration will find the most success.
- 3. Content will continue to be king, queen and court. The
PR function for organizations has long been the driver for consistent,
relevant content. Organic SEO strategies, social media vehicles and
blogs require a constant flow of information that is audience specific,
impactful and thought provoking.
- 4. Static websites become increasingly obsolete. The
demand for dynamic content and emergence of affordable CMS solutions is
raising the bar across most target vertical industries. Target audiences
want real-time information, need to be engaged and demand better from
their vendors.
- 5. The rise of mobility solutions. Smartphones
– once a luxury – are now in the hands of the many versus the
few. Savvy marketers, beyond the top retail brands, will innovate and
find ways to capitalize on a new way to reach a broader base and younger
audiences. This will require a full responsive design that allows for
device recognition. Organizations will need to consider a progressive
plans and resources required to build a site for 2012 and beyond.
- 6. Organizations crave credibility. Thought
leadership, awards and recognition will be more valuable than ever.
Advertising can be seen as biased and not credible. PR can be seen as
positioning only for key people, not the brand as a whole. Third-party
recognition that is earned by merit is a priceless item to have on your
wall for all your clients to see.
- 7. A new leading social media vehicle will emerge.
Twitter is too brief to provide any substantial information, Facebook is
still very personal and blogs are too long and infrequent. A new
vehicle will emerge to satisfy the A.D.D. culture we live in while still
providing target audiences with enough information to make informed
decisions or opinions on a particular topic.
- 8. The social media awakening will occur. Organizations
spending serious dollars on social media will increasingly realize that
social media is only part of the mix. The most important revelation to
come from this is just how much of a marketing budget is required to
achieve campaign success through social media.
- 9. Reputation and crisis management. With the
proliferation of social media, misinformation or a crisis situation can
spread faster than ever. Organizations of all sizes and industry
verticals need to work with PR experts to be proactive in the
development of a crisis communication plan to ensure that negative
situations can be contained and managed appropriately.
- 10. The demand of advertising will decrease for service-oriented industries. It’s
difficult to quantify what a service-oriented client can do for you.
They require positioning, expertise and strategic outreach. These are
results driven by a comprehensive public relations and marketing
campaign.
- 11. The evolution of the video news release. The advent
of popular video sites such as YouTube and Vimeo will impact the
traditional video news release distribution model. Now, direct links can
be imbedded in news releases, blog posts and websites to drive traffic,
which can circumvent going through broadcast media to share video
images.
- 12. PR will become a necessity, not discretionary. More
and more, start-up companies to national organizations are realizing
it’s best to be proactive than reactive to stay ahead of the competition
in any vertical. Typically, a marketing budget is usually the first to
be eliminated from a fiscal budget. I think that trend is about to
change.
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