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What will be the five trends that will most influence RR. PP. in 2016?


What will be the five trends that will most influence RR. PP. in 2016?

After a 2015 that has confirmed the recovery of momentum in the public relations sector (RR. PP.), I believe that in 2016 we will witness major transformations in our industry. They will be mainly due to five trends that will produce profound changes in the role and way of working of communication agencies. I am referring to the balkanization and trivialization of online news ; the use of social networks as sources of information ; the maturity of content marketing ; the irruption of Big Data in the RR. PP .; and the need to achieve public canada mobile number management in real time (or close to it).There is no doubt that news is one of the most valuable content on the Internet. 86% of Spanish users consult news online according to the Reuters Digital News Report 2015, a percentage that even exceeds television (82%). This causes two phenomena to which the HR agencies. PP. We have to pay attention in 2016. The first is the balkanization of online media: since 2008 at least 300 digital headlines have been created in Spain, which multiplies the work to maintain fluid relations with all these media. The second phenomenon is trivializationof online news: information is prepared with very little time to be released on the Internet before it becomes out of date, it is replicated from one medium to another and focuses on what web analytics indicate that readers are interested in, not on what most important from an informational point of view. It is one of the causes that explains why 82% of Spanish journalists believe that their medium has lost credibility according to a recent survey by Canela PR. Agencies must help the media to meet the demand for online news by offering quality content that saves time without losing rigor.



A second trend linked to the previous one is that the media have lost their “monopoly” on the supply of news. According to the Reuters report, 50% of Spanish users use social networks as a source of information (in countries like Brazil they reach 64%). Today you find out before that there has been a fire in the neighborhood from your Facebook friends than from the media! This breaks the traditional information circuit (company-agency-medium- public). Agencies know how to get information to journalists, but now we must learn to influence the Betting Email List of news that occurs spontaneously on social networks and control the brand image of our clients.A useful tool to achieve this can be content marketing. In 2016, 76% of companies expect to produce more content than the previous year, according to the Content Marketing Institute (CMI). However, the degree of maturity of content marketing varies greatly between organizations. For example, only 8% measure the return on their content marketing actions according to the BSC. The HR agencies. PP. we should focus this year on helping customers improve their content marketing strategy. Do not forget that 62% of companies outsource the production of content to agencies or freelancers, according to another Mashable study. The aspects to improve include of course the measurement, but also the quality of the content: 71% of those surveyed by ClickZ are “disappointed” by the little usefulness of the content published by brands.Along with the ubiquitous content marketing, another concept that we are going to hear a lot about this year will be the emergence of Big Data in the RR sector. PP . The treatment and analysis of large data sets is revolutionizing many areas and public relations will not be left out. The Big Data helps us to better understand the preferences of the public to design a campaign; identify influencers ; create stories tailored to each publication or journalist; measure the effectiveness of messages in real time to adjust the strategy; and even come up with new ways of storytelling. To get an idea of ​​the potential of this technology, you just have to visit the Google News Lab and see how the data that already exists on the Internet can be used to tell stories . For example, where are people going on vacation or in which countries the earthquake in Nepal sparked more solidarity. All this, I insist, without the need for surveys: only with the information that is on the Internet.And we come to the latest trend that I think will be of great importance in 2016: real-time public relations . In a world where news travels over the Internet, users generate their own information on social networks, companies need to tell stories that go viral and everything can be measured because it is on the Internet? Agencies cannot spend two weeks discussing the content of a press release with clients!We must break the rigidity of traditional public relations schemes to create dynamic campaigns that adapt to the changing interests of the public. I am not referring to doing newshijacking taking advantage of news or trendings topics to try to place mentions to our clients: it is necessary to be more flexible when defining messages, choosing the best formats and channels to distribute information (from a tweet to a video) and respond to public feedback without having to wait 48 hours for approval from a distant headquarters. This requires more trust and involvement between the agency and the brand., which must function like the axles of a car: in the same direction and at the same speed. Otherwise, the campaign will derail … and the competition will take the lead!So we have an exciting year ahead of us in which the public relations industry faces major challenges in staying relevant. Our industry is immersed in a context of changes that pose great challenges; But they also offer agencies unique opportunities to help the brands we represent turn boring advertising “monologues” into exciting “conversations” with their audiences.


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