2018 PR Trends: Earned Media [Video]

Top Public Relations Trends in 2018: Introduction

2018 is here, and we’re digging into what look to be some of the biggest trends that will affect PR practitioners this year. In this installment, we’ll look at 4 major trends in earned media:

  • Press Releases Continue Their Slow Demise
    • The venerable press release continues its decline into irrelevancy. While companies may be publishing more of these than ever, their impact continues to lessen every year.
    • Solution: Stop doing these and create your own content!
  • Hyper-Segmentation of News Means Hyper-Segmentation of PR
    • Society and social media have created hyper-focused segmentation of the audience. PR must adapt to realize that no one audience exists any longer; brands and clients instead address dozens or hundreds of micro-audiences in their communications.
    • Solution: Become proficient at hyper segmentation and distributing your news to just the people who care
  • Reputation Is Brand
    • The Fall of Heroes
    • The nature of a perpetually-online world means radical transparency, which in turn means disastrous reputational damage is a tap of a video button on a smartphone away.
    • Solution: Vet the daylights out of everyone in your company who is public facing and especially paid spokespeople and influencers
  • Destruction of Trust
    • The Fake News phenomenon and overall decline of institutions that were trusted
    • Where is trust moving to?
    • Solution: Own your audience and focus on transparency, trust building, and real relationship building

Stay tuned as we look next at owned media in this series!

Christopher S. Penn
Vice President, Marketing Technology

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Posted on January 4, 2018 in Public Relations, Trends, Video

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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