Digital & Technology

PR is global. You can’t predict what will happen around the world. But you can prepare.

PR communicators need to be aware now more than ever that their content must take into account the changes we are witnessing in digital news media.

Some 3,000 news releases are distributed each day through BusinessWire, Marketwire, PrimeNewswire, PR Newswire and PR Web. If you plan to be one of them, how can you differentiate your message?

“Likes” and “followers” remain two of the top metrics that PR pros look to when they track their social media campaigns. Unfortunately, the law of diminishing returns kicked in on those indices a while ago.

A source professionally familiar with Facebook’s marketing strategy says that the social network is currently cutting organic page reach down to 1-2%.

Videos on landing pages spike conversions by 86%, according to a recent report covering online marketing. It’s just one trend for PR pros to consider amidst an ever-changing media landscape.

As PR executives and communicators play an increasingly important role in creating social media strategies, they need to be careful to first cultivate their audiences—and make sure they’re fully engaged and their interest isn’t half-baked—before they start to seriously ramp up social media spending.

Any thought leadership program should begin with a strategic positioning audit that determines exactly what separates your agency from the competition.

A rapidly changing talent pool is just one of several key trends in PR and communications.

Video, mobile, social and emerging media continue to force changes in the way PR works, creating both fresh opportunities and new challenges.