Last month, I spoke at the Florida Public Relations Association Annual
Conference in Orlando. My topic: Digital trends reshaping the PR industry.
My angle: To talk, not about the trends everyone is talking about
(hello content marketing and emojis), but instead about the trends
bubbling up just below the surface, those trends that will impact our work in the years to come–not necessarily right at this moment.
I focused on these nine digital trends:
The bite-sized news feed
Platforms like Snapchat and Instagram have shrunk the news feed even more. PR folks can use that to their advantage.
The impending contentpocalypse
Credit to Mark Schaefer for predicting this one more than a year ago.
It’s still not here, but it’s coming. And when it does, you'll want to be
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Why the corporate blog isn’t content marketing’s home base anymore
You could make a pretty strong argument that today’s strategies
should focus more on capturing attention where your audience resides
than driving traffic to your corporate blog.
Instagram Zero in 2016?
We saw Facebook Zero (a stripped-down version of the site that negates bandwidth issues for mobile users) in 2015. We may see Twitter Zero yet this year. Instagram Zero isn’t far away folks.
Is live social video really the next big thing?
I’m not so sure. And, I actually have the numbers to back up my hypothesis. Lesson: Be patient and experiment slowly, brands.
Breaking news has been redefined (again)
Walmart introduced a very interesting new way to break news for PR
folks this year: a combo platter of earned, owned and paid media. I blogged about it earlier this year, too.
The next generation of wearables will significantly impact storytelling
Yeah, I know Google Glass is on the shelf. Yeah, I know VR is still a
little ways off. Still, it’s coming folks. It behooves us all to be
ready and knowledgeable about how to use the tech as a storytelling
tool. Because when it happens, it’s going to be pretty damn cool.
The "Internet of things" will affect PR
This one might be a bit out there, but I’m kinda with Shel Holtz on
this one. The "Internet of things" (Internet-connected appliances and other items) will impact us in one way, shape of form. Think about the
storytelling fodder from the aggregate data these tools are collecting.
The ever-widening PR/social skills gap
Maybe the most interesting item on the list, thanks to data from a
recent UK study. And, something needs to change folks. It’s getting
dangerous out there.
A version of this article originally appeared on Arik Hanson's blog.