The world of public relations is ever evolving – from content marketing trends, to innovative social media tools, to adopting the latest technology – and PR leaders should be prepared to see some major changes as we move further into 2019.
So what trends can we expect to dominate the PR industry this year? Here are five PR trends that should be on your radar:
DRIVING ENGAGEMENT WITH INFLUENCERS
ARTIFICIAL INTELLIGENCE (AI)
If you think PR is too traditional to take on the benefits of AI, think again. AI can transcribe and translate conversations, monitor digital media and compile coverage reports in a matter of seconds. There are PR tools out there to specifically target journalists, bloggers and influencers, but there’s still a need to have a personal relationship with those individuals to strike up a partnership and get coverage.
Tools such as predictive analytics can also estimate the type of content that will resonate with your audience, based on previous data, in a fast and reliable way. Which is good news for PR teams, as it means that they can quickly learn more about what content makes your target market tick.
THE DECLINE OF CONSUMER TRUST
The increase of fake news stories and media hoaxes are leaving consumers increasingly doubtful about which media outlets they can trust. There have been so many stories covered nationally that have turned out to be false (just look at The Momo Challenge). Edelman stated that for the first time, media is the least trusted institution globally. So how exactly do you counteract that?
PR leaders need to retain their credibility and ensure that building trust with their consumers is a fundamental goal. PR professionals must guarantee that stories provide valuable, meaningful insight and are thoroughly researched. This will help strengthen the relationship between brand and consumer and, most importantly build trust.
PR is evolving, for the better, and is taking on new content channels as they emerge. If you’d like help getting your brand story out to the world, you can find out more about our services here.