Research & Whitepapers

The pace of change in the PR practice is expected to accelerate in 2015, as more and more communicators take on a strategic role for their companies and clients and online media channels claim an expanding share of marketing budgets. To help you plan for next year, we asked PR pros what they see on the road ahead.

The latest stats from Gould+Partners show top-line net revenue increasing for most of the PR agencies responding to the survey, as “projects” start to perform better than monthly retainers.

Stronger alignment among PR, marketing and advertising executives is one goal shared by brands and organizations, at least on paper. Despite the best of intentions, however, many PR, marketing and advertising pros have been stymied by a siloed business approach, senior managers who are reluctant to start collaborating on their media budgets or, in many cases, corporate inertia.

Millennials have an insatiable appetite for social media and mobile communications. But their elders are not too far behind when it comes to where they spend their time online.

Oscar Suris, executive VP and head of corporate communications at Wells Fargo, talks about the importance of sharing stories, life in a post-banking crisis universe and what he does to unwind.

It is becoming increasingly difficult for brands to be heard amongst the (visual) clutter on Instagram. To break through, it’s important to focus on building authentic relationships.

Brands and organizations of all stripes have spent the last few years moving to a digital-first marketing strategy. But they shouldn’t get too comfortable, as the digital-first approach is about to get eclipsed by the mobile-first approach.

If you prefer to live the plans others make for you, you won’t realize the full value of planning. However, if you want to shape your own destiny, you’ll benefit from planning.

If you have ample budget, better to spread your dollars around to see which PR campaigns get the most traction on which social channels.

For several years after its debut, Facebook was viewed by brands and organizations as a relatively cost-effective way to promote their products and services. Companies could run branded Facebook pages—without necessarily dropping a lot of coin for Facebook advertising—and watch the needle move. Case in point: Hudson & Marshall, which is one of the nation’s top real estate auction companies specializing in bank-owned foreclosure listings.