With 2016 fast approaching, it’s time to start thinking of your Public Relations strategy for the coming year. Having a concrete plan will ensure that you stay ahead of the curve and have a leg up on your competitors. To do this effectively, you’ll need to know where to focus your efforts. Here are the predicted PR trends for 2016.
One thing we can be certain of is that online marketing will continue to influence PR trends in 2016.
Ask yourself this question: through what medium do people receive information these days? If you answered e-mail, Facebook, Pinterest, Twitter, or another form of social media, you would be correct. Where do they receive this information? On their mobile device. There are a reported 3.65 billion unique mobile users in the world. 2.5 billion of them alone are in Asia-Pacific, and this number is growing every year. This means you would be remiss not to include mobile marketing as part of your PR campaigns. Numbers don’t lie.
PR experts have long been known for their ability to craft persuasive messages or campaigns that educate people about products, services, or causes. While this is still the case, research is showing that press releases and other written content that contain visuals are much more appealing and are being consumed at much higher rates than just plain text. This could be in the form of an image, infographic, video, etc. People are visual beings and connect better when they can see rather than just be told. It’s also important to highlight that video is the quickest growing trend as far as visual content goes. Approximately 80% of Internet users in Asia-Pacific watch videos online. You’ll want to incorporate this along with other visuals as part of your 2016 PR strategy.
We’ve already established that PR professionals are expert wordsmiths. They’re good at making people or products look desirable. The trouble, though, is that there are too many competing brands. So, making a brand desirable is no longer enough. That’s where storytelling comes in. By telling the story behind the brand, you’re connecting with consumers on another level. If you can get people to identify with what you’re selling, then you’ll convert them into loyal customers. The best way to do this is by telling a compelling story.
Measuring the ROI of your PR campaign
A big trend for 2016 will be using media analytics to measure the success of your PR campaign. Once upon a time PR companies measured the ROI by their financial return. Nowadays, you can get a much more detailed analysis by measuring specific outcomes. For example, with social media you can track views, likes, shares, etc. This data can help you to evaluate your communications performance and the ROI of your media campaign. The good news is that there are tools that can help you do this. By including this as part of your strategy, you’ll be able to track how you’re doing and make adjustments as needed. Knowledge is the most powerful tool in your arsenal.
In today’s socially connected society, it has become more challenging for PR professionals to compete in the global arena. However, by staying on top of the trends and knowing what lies ahead, you can create a concrete plan that propels your company forward in 2016.
Note: This post is a guest post from a member of our DMR Insider Community.