Digital & Technology

Each year at this time we ask communicators what issues loom large for them in the new year. Last year integration, mobile and content dominated (PRN , Nov. 16, 2015).

PR pros need to think ahead and anticipate the future—so figuring out the top trends in the industry for the coming year always will be important. Will there be something totally new coming to light in 2017? Perhaps. Here are seven trends for PR pros and communicators to consider.

Instagram might be the best social platform for reaching people who actually like to engage with brands on social media. But there’s only so much a brand itself can do to win followers and inspire engagement. Third-party endorsement from Instagram influencers can make a real difference.

Perhaps Google’s short explanations of why it has chosen a story for you will make the wall between Google and users less opaque. For the moment, however, neither Google nor any other social media powerhouse has explained exactly how it determines news story recommendations, search results or ad placements. The latter two, search and ads, as well as optimizing site content were among the topics discussed during PR News’ Boot Camp: Google for Communicators last week in NY. As such we asked several PR pros about navigating the frosted-glass barriers surrounding Google searches and AdWords, its online advertising service.

Winner: Brownstein Group – IKEA Adult Coloring Book ColorWithIKEA provided IKEA fans with their own set of illustrations that are free and ready to be downloaded, printed and filled in with a personal touch. It tied… Continued

Winners: IBM – 360 Degree Research Labs and J. Walter Thompson MEA – HASSA ELIYA (NOW IS MINE) IBM – 360 Degree Research Labs With Facebook and YouTube now providing the capability for brands to… Continued

Winner: Workiva – CONNECTS with Employees Workiva’s CONNECT was created to empower employees by providing a forum for interaction and the dissemination of valuable resources. Unlike other corporate intranets that simply broadcast company information, CONNECT… Continued

Winner: SAP – #One4 Project The idea for the One4 project was initiated by one SAP employee who was haunted by the global images of the Syrian toddler who lost his life making the journey… Continued

Winner: Weber Shandwick & GSK – Tums Starting Spread During the 2015 NFL season, TUMS fans had painstakingly plotted their fantasy lineups on the turf. With that in mind, Weber Shandwick & GSK created the… Continued

Winner: Marina Maher Communications – Connecting with Consumers and Influencers on Twitter in Real-Time to Create Army of Endorsers  Head & Shoulders is the #1 shampoo in the world, but due to a stigma around… Continued