Upcoming PR trends to watch

Public relations pros are known to adapt to shifts in culture and technology. What’s to become of the profession in 2017 and beyond? One pro shares his forecast.

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The public relations industry is ever-changing.

Within five years, it will undergo extensive changes in response to new technologies, additional communications channels, increased demand for content and greater use of data, PR agency and corporate leaders report.

Practically all corporate and agency PR executives expect at least some change, according to the Global Communications Report , a worldwide survey of over 1,000 PR executives.

Almost all client-side respondents (97 percent) anticipate at least some change in the structure of their departments over the next five years, 30 percent predict extreme or complete change, and most of the rest predict moderate change. Most PR agency executives (98 percent) expect at least some change, and 47 percent expect an extreme or complete change, according to the survey by the USC Annenberg Center for Public Relations conducted in concert with the Holmes Report.

Predicted changes in PR

PR agency executives believe that over the next five years revenue from earned media placements will decline but remain a dominant stream. Owned, shared and even paid media will become increasingly important.

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