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PR Trends to Look for in 2017

December 10, 2016

The World of Communication is constantly evolving and adapting to the needs and preferences of the audience. It is the responsibility of (practicing) PR professionals to be on the look out for these new trends and shifts, and to keep our clients at the top of the competition. To help, here are trends to look for in 2017.


Less is more


In a world of constant clutter and heightened distraction, the most effective messages will be those that cut through the chaos, and it won’t be in the form of a wordy and lengthy write-up. Audience members will appreciate communication that gets to the point and wastes no time doing so. In this fast paced and congested media, content should entail engaging concepts that cut to the chase.


Square is one an example of a company that applies this concept to every aspect of the brand. The website keeps things clean and simple and provides a functional and appealing flow. The site consists of a few options to get started without overloading the site visitor with more than is necessary. New technological innovations can be confusing, but with Square’s simplicity, the website gets right to the point and limits the different avenues a visitor can take.


So what else does it take to cut through the clutter?


Video content


Online video is the future of content marketing. It is inherently captivating and, in an era of information overload, it is crucial to provide content that is simple to grasp.  Personally, compelling images and visualizations are the key to capturing my short attention span and just what a story needs to stand out from the crowd. 


Studies show that people only remember 20% of what they read and that 83% of learning occurs visually. Viral videos are commended for their capacity to break large chunks of data into digestible portions, tell powerful stories, and allow greater engagement with users.


Lets say your client’s brand has a new product coming out, and you want to create content to show people what it’s all about. You could:


  1. Write a blog post describing its features

  2. Create a short video and show it in action


A unique, engaging and high quality video is surely a more memorable and successful way to reveal the new product.  Dollar Shave Club’s CEO Michael Dubin tells people about his company’s product in a way that sticks in the viewers mind.




Was that more enjoyable than reading a long blog post like the one you’re reading right now?


Increased online reputation management


When it comes to a brand’s social media network, quality will always trump quantity. A smaller network of followers that are genuinely interested in your brand’s content will guarantee more success than a larger network of little to no engagement. In 2016, it will be critical to focus on influencing a targeted, valuable audience to stay ahead amongst competitors.


Once your valued network is established, it’s essential to ensure quality content is consistently created and published. When a consumer, publication editor or journalist searches who you are and what your company does, you want them to find substantial content around your brand, your expertise, and your company. In an industry in which the traditional press release is declining, online reputation management will be necessary.


Click here for Forbes’ list of 20 companies you should be following on social media, or check out my all time favorite twitter account:


Yankee Candle. I know it’s random, but I absolutely love how the brand is presented through social media. The page is entertaining, conversational, customer-orientated, and well, you’ll just have to check it out for yourself. 


A brand’s ability to communicate effectively and in a timely matter with its audience will give the organization a leg up, enhancing its credibility and without a doubt strengthening its relationship with the public (which is after all a PR professional’s ultimate goal).


Just as communication adapts, so should our practice of public relations. These are only a few of the ways we, as aspiring PR pro’s, can ensure our clients’ thriving success. 

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