PR-trends to keep a close eye on in 2017

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PR-trends to keep a close eye on in 2017


The public relations industry kicked-off with a bang. For us as practising practioners to move forward and ensure a prosperous future, we should focus on the key factors and Public-Relations trends for the year ahead.

First, we must realise that 2017 will be different in all its essence. New trends and themes must be filtered into our PR- strategies and planning. Here are a few trends we think you should keep your eye on.

Digital platforms to communicate to the masses

We will agree that the Digital Age is here to stay and has become a huge trend in the industry. Not only is digital way faster but it is also more convenient when it comes to communicating with your audience.

This does not imply that we should wipe print away. Print platforms will still deliver messages to specific audiences but digital will be a way to communicate to a larger and somewhat more focused audience.

Society has become more active on digital and they have more interaction with the brands that they love.

The best thing about digital- you can track your results.

Live video will give your brand a personal touch

One of the digital trends that we should keep our eye on is, live video. Live video is the term used to explain the process of broadcasting a real-time video. Live video gives us the opportunity to engage with our customers on a more personal level, and isn’t that what we are going for? Live videos allow audiences to become part of a real live experience, where they feel included. Mike C. Gray, partner and co-founder of Commonwealth Partnerships, stated that a recent report from Cisco stated that live videos will ensure a 75% of mobile traffic by 2020.

This is a big eye opener and indication to where we should shift our focus to get the best out of our audience and brand. Social media platforms like Facebook and Instagram both have features where live videos can be shared with followers. Live video is not restricted to businesses but it is an accessible method for you and me to engage with our favourite brands.

Influencers are brand contributors

Influencers are individuals who has an impact on a specific niche process or a beat. They are normal people, who are linked to consumer groups and media outlets. Influencers are golden and they play a crucial part in PR-strategies. These influencers reach consumers on a much more personal level and you can be sure that your brand will have a more personal touch when including influencers.

It is crucial that we keep in mind that influencers should be given the freedom to engage on their platforms. Influencers always has authentic and original content which they can share with their followers in many ways. They will attract a larger group of audiences to your brand. Brand loyalty will increase on all levels but it is important to remember, influencers are significant brand contributors.

Integrated PR with Marketing ensures a win-win strategy

Integrated PR/Communications with marketing (IMC) is a concept where marketing strategies recognises the value of strategic communication and combine marketing and PR-tools in one. Everyday examples of IMC are like shopper marketing where strategic plans are developed to combine the objectives of the retailer, brand and consumer to design a targeted marketing strategy and touch points to enhance the ROI of a project and to ensure consistent communication impact. Not only is the IMC target to make profit, but to focus on the building and maintaining of relationships. Building relationships and keeping them strong has an endless impact on all future projects.

With the digital trends taking over the world, the consumer takes part in the process of marketing and they engage with brands and share their opinions. Technological development challenge us as practioners and marketers to include targeted communication and marketing in our business strategies. Even though marketing and PR are different disciplines, we should blend these two practices to end up with a masterpiece that focuses on the same goals and outcomes.

At the end of the day change is a given. Trends change and focus shifts on a regular base. Be sure to include these PR-trends in your strategies for 2017 and you will reap the rewards!


  1. Christo says:

    So very true. Thank you for an informing and interesting article.

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