Takeaways from 2019 Predictions and a Special Note About PR News’ Crisis Summit in February

In each edition of PR News we highlight takeaways from select articles as well as important additions to the PR News Resources Center, available to paid subscribers at: http:// www.prnewsonline.com/subscriber-resources/

You can also access the Center by clicking “Resource Center” at the top, middle of the prnewsonline.com home page. To get ready for our Crisis Summit in Miami (see below), head to the Resource Center for a wealth of documents about crisis management.
Select Takeaways

Social Media (pp 1-3):While some brands and organizations continue to balk at initiating social media marketing, one measure of its popularity—its U.S. and global dominance in Google searches for the term—makes such a strategy seem unwise.
Predictions (pp. 4-10): Communicators will be forced to use metrics to demonstrate their influence on the bottom line or their organization’s mission. They’ll need to tie efforts to real value in dollars and cents.
Organizations are going to have to develop the capacity to communicate more directly (and verifiably) with the audiences they most need to reach when an incident or PR crisis erupts.