Making predictions and preparing for the future requires reflecting on the past. What changes happened in 2010 that will impact PR professionals in 2011?
I recently made the transition from journalism into PR. During the four years I spent as a reporter, I watched the industry transform with a surge in social media and web-based news. Viewers devour news they can share on the Web and have grown accustomed to information at their fingertips. The trend is not slowing down and feels as though it has sped into overdrive. Like many companies and organizations in today’s economic environment, reporters are being asked to do more with less. It is because of this change that I believe the public relations field will also change in 2011.
Recently I came across an interesting article on Mashable.com written by Sparkpr Marketing Director Leyl Master Black. In her article, Black shares the following five PR predictions for 2011:
- Social Sharing of News: As outlined in Black’s article, news releases will need to be more attention-grabbing in 2011 to drive more re-tweets on Twitter. PR professionals will also be pushed to expand their outreach beyond mainstream media towards influential tweeters in the twittersphere. Even though Twitter, Facebook and YouTube have already revolutionized the way people share information, I agree social sharing will continue to flourish in 2011. New platforms will likely emerge and companies and PR professionals will learn to utilize these mediums. It will continue to be important to monitor the results of social media outreach in 2011. I anticipate the tools for monitoring and measuring will continue to evolve.
- Increase in Corporate Blogging: Black asserts in the article that corporate blogging will take off in 2011. Despite the fact that blogging has been around for quite some time, some companies have shied away from blogging in the past. However, the continued rise in social media makes corporate blogs a critical vehicle for establishing thought leadership and engaging with key audiences.
- Greater Demand for Exclusives: Journalists are under extreme pressure to “break” news, but social media platforms enable news to be uploaded and shared the moment it hits. The article suggests journalists will be more intrigued if they know they will get an exclusive story, opposed to just another mass produced media release. Additionally with the seemingly increased frequency of broken embargoes, some reporters are more interested in exclusives. The news industry has changed, and I agree that with social media becoming a focus for news agencies, individual reporters will demand one-of-a-kind stories to set them apart from the pack.
- Growth in Multimedia: According to Black, visual elements that help tell a story are becoming a top priority for many news agencies. Online publications are increasingly uploading videos and pictures to accompany articles and make them more interactive. PR agencies should think about this as they pitch story ideas. I can tell you from my experience as a news reporter with limited resources, it is helpful to have these visual elements handy. You will not only have a happy reporter on your hands, but more visibility for your client.
- Data, Graphics and Apps: The final trend shared by Black is the importance of data and graphics. PR teams in 2011 will continue to highlight data and stats within PR pitches. The benefit is to help answer a journalist’s question, “why do I care?” and give your pitch an edge. Numbers provide a compelling piece to a story that can be used as a visual element. Additionally Black points out that we can “expect to see a slew of interactive applications to supplement stories.” The example given is a New York Times article about texting and driving, which included a link to a related game simulating the experience. Graphics, interactive apps and compelling stats are all helpful tools for cash-strapped news agencies hungry for visuals to put on Twitter and Facebook.
Here at Communiqué PR we embrace advancing technologies and know the importance of utilizing social media, blogs and visual aids. The world of media is constantly changing and in order to be successful we must adapt and learn to utilize these tools to our advantage in 2011 and beyond.
If you have any predictions to add, we would love to hear from you!