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). Many PR pros have yet to slow down enough to think about 2017. So we thank those who shared their thoughts with us here.
Christopher Fuller
SVP, Communications, Arby’s Restaurant Group
If there’s anything our presidential election has taught us, it’s that the America we thought we knew is not really America in reality; the concept we have of our consumers is probably off, as well. In 2017 brands will reevaluate how they communicate with consumers and, more important, whom they are speaking to. In many areas, brands have let vocal niche or fringe attitudes be the proxy for the general population when simply they are not. That’s left many brands skating after the wrong puck and now reexamining their approach. We’ll also see a crackdown on fake news, as organizations develop ways to defend against damaging, incorrect information that is shared as news and meanwhile bolster their ethics policies on accuracy in external communications.
Brian Radics
CMO, Topgolf
In 2017, smart brands will clearly define their identity to forge emotional connections in an ever-crowded marketplace. You need to know who you are and how your values align with those of your consumers first, then develop messaging strategy that promotes those shared values, not the other way around. We’ll focus on the global piece in 2017. More than expanding physically…we’ll establish Topgolf as a golf and entertainment community. Getting there will take more than a flashy marketing campaign. We’ll stand firm regarding who we are, starting with our purpose, values and mission. That will trickle down into all areas of Topgolf.
Eric Hollreiser
VP, Corporate Communications, Amaya Inc., Pokerstars
Savvy organizations have long understood the power of employee ambassadors…As brands become more comfortable with the loss of message control that comes from social media, progressive companies will loosen their grip on employee social media policies, instead arming employees to become effective brand ambassadors in their own social media channels if they so choose. Employee advocacy to increase brand engagement on social media is used by only 8.4% of companies, according to a recent study by Hinge Research Institute and Social Media Today. And a mere 17% of organizations have formal programs to educate employees on how to become effective social media ambassadors. Most important, the study also found that having a formal program in place creates significant benefits including increased visibility, brand recognition, inbound web traffic and brand loyalty. Not only do these firms reap more benefits, they also grow faster, with 31% of high-growth firms having an employee social media program.
Stephanie Elsea, APR
VP, Communications, SW Affiliate American Heart Assocation
Like many, I always look forward to the clean slate a new year provides—a wide-open calendar, fresh notebook (yes, I still use pen and paper) and renewed energy following the holiday break. As we head into 2017, I am thinking a lot about how “the more things change, the more things stay the same.” The goals of raising awareness, increasing brand recognition and driving fundraising won’t change, only the platforms and people we use do. We will continue to focus on social media engagement and likely add channels, such as Snapchat. We’re also focused on influencer relations in specific target topics. I’m not joining the bandwagon touting the death of the press release; however, I believe it must evolve. So, we’re looking at how to provide meaningful, usable content in both print and digital formats to grease the tracks for coverage.
Danielle Brigida
National Social Media Manager, U.S. Fish and Wildlife Service
I feel like 2017 will be a year of security and adding context to web content when it comes to digital communications. As many of us have become content creators and publishers, it’s going to continue to be incredibly important that we work to post valuable and truthful information with as much context as possible. I think sites like genius.com (that allows you to annotate the web and add context) and Medium will allow people to interact with, comment on and highlight web content, which will add to conversations online. As for security, I’m hopeful that we can continue to work to prevent hacking and bots from overtaking real human voices on the web.
Editor’s Note: We’ll have more predictions in our Jan. 9 edition.