5 PR and social media predictions for B2B communicators

As content continues to evolve and expand, brand managers must adapt. Here are a few approaches to consider.

Ragan Insider Premium Content
Ragan Insider Content

As newsrooms continue to work under shrinking budgets and increasing pressure to publish more content across a variety of formats, brand managers will be challenged to shift their communications strategies.

Here are five industry predictions business-to-buisness communicators should watch for next year:

1. Content marketing will become content creation—for coverage . With shrinking newsrooms—from The New York Times to niche publications—there aren’t as many reporters as there used to be.

The American Society of News Editors’ annual census reports a steady decline in newsroom staff since 2007. That year, there were 55,000 newsroom employees, and 2015’s cencus accounted for only 32,900 employees. That’s a 40 percent decrease in less than a decade.

This isn’t about a new business model in journalism, but rather a resource problem that is requiring brand managers to write their own stories and have them approved for publication alongside the content written by the editorial staff.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.