It would not be January without a wave of predictions from PR and digital agencies about what’s in store for marketeers in 2019. So, we’ve asked around the office for our own insights and thoughts and compiled what we believe will be some of the PR and digital trends for the year ahead…
It’s all about influence
Influencer marketing will continue to be a key platform for PRs to extend the reach and position of client brands. However, if the economy declines post Brexit we may see a consolidation of budgets and a check in the increasingly disproportionate costs charged by some influencers. Savvy PRs will spot the up and coming influencers and ensure a brand is well positioned and appropriately exposed to generate the best ROI.
Continued pressures on traditional media.
Traditional media reach is likely to continue to decline, but value remains through targeted exposure, brand leadership as well as links to a client’s website. Clients will need to be comfortable with using sponsored content as part of their mix as 75% of communications professionals are already using it in their strategies to support the publishers hungry for new forms of revenue.
As traditional media declines, PR agencies will increasingly be used as a strategic communications partner to clients, whether media relations, content creation or social media management. Let’s also not forget the ability to identify opportunities for news stories and provide first-class content journalists can use.
Good PR professionals will help clients develop on-going relationships with a broad range of audiences across a range of interest segments. As a result, clients will expand and deepen their reach by securing a share of audience attention through consistent content distributed across multiple channels.
PR agencies should tailor their messages to include more visual, video and voice content depending on which device is used. This is best achieved by creating bespoke content across multiple channels to expand and deepen a client’s reach.
Great content needs to tell a story, not just for the media but all audiences. Also, expand the audiences you work with to include a broader set of partners: websites, content syndicators, trade associations and others who can help bring your story to a wider audience.
PR agencies are the marketing sector’s best content creators and storytellers, and have the unique opportunity to support clients across the communications spectrum whether the space is paid for, earned, shared or owned by clients. To have a successful 2019, PR agencies needs to be confident with numbers, data, software and proving their ROI in the increasingly digital world.