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.
At the 2016 PRSA International Conference, Keith Green, vice president of marketing and commercial sales at Guinness World Records, and Doug Simon, president and CEO, D S Simon Media, spoke on the nature and evolution of brands as sources of video entertainment. PR News sat down with them after their session to learn how communicators can benefit from taking an entertainment-style approach with their channels and pitches.
Like you, perhaps, Stephanie Elsea of the American Heart Association doesn’t have an unlimited budget for videos. What she does have is firsthand experience in keeping AHA’s video strategy under budget and an arsenal of time-tested, go-to tools. Here are six of Elsea’s tried-and-true resources, as well as recommendations for when and where to use them.
Google on Tuesday unveiled its new Pixel smartphone (and the slightly larger Pixel XL) at the #MadeByGoogle keynote. Capitalizing on the timing of the iPhone 7 announcement a month ago—and the controversy over its lack of a headphone jack—Google positioned its new offering as a favorable alternative for those who aren’t willing to follow Apple’s path.
Video is growing as a viewing habit with consumers in the U.S. and abroad. Similarly, video has become more and more important in ESPN’s PR effort.
Every brand has a story to tell, says Doug Busk of Coca-Cola. While the mechanism may not be the size and scope of Journey, Coca-Cola’s digital magazine, brand-building for any organization type is a matter of leveraging the awesome opportunity of digital storytelling.
In our weekly feature about PR trends, C. Mondavi & Family VP Marketing Paul Englert tells us he’s seeing a blurring of the lines between PR, brand communications and social media. As we reach out to a younger audience, and as society continues to evolve the way it communicates, we need to evolve our communication strategies. Much of what we once shared via press release, direct email and phone now is sent via myriad social media platforms and text. Our consumer-facing print and web messages are evolving in acknowledgement of the immediacy and brevity with which people demand information from us.
Mars Inc., owner of the Skittles brand of candy, waited five hours to release a statement in response to a tweet from Donald Trump Jr. that used an image of a bowl of Skittles and the brand name in a political message posted to Twitter. Those five hours were put to good use.
Do hiring practices change when building a digital team? We asked ESPN’s Paul Melvin, senior director, communications, what he seeks in a digital hire. Here’s what he said: “I think people make a mistake if they hire for a ‘digital’ or ‘social’ communications role based on the idea that criteria are fundamentally different than what you look for in any communicator. I always look for the ability to write, passion, a combination of self-confidence and self-awareness, and emotional intelligence.