2018 PR Trends: Owned 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 2 major trends in owned media:

  • PR Professionals Blindsided by Rich Media
    • Media monitoring has traditionally been focused on digesting and interpreting text. As the dominant form of communication becomes rich – meaning audio and video – the PR profession is at serious risk of missing key trends if tools and vendors fail to adapt.
    • Solution: Use the best monitoring tools combined with AI to digest rich media for you
  • Content Avalanche Keeps Growing Bigger
    • Content shock is about to exponentially explode. How will PR adapt to a world in which 10 times the content created today will be created in the near future?
    • Solution: Create the best possible stuff – moderate doses of mediocrity simply get lost

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

Christopher S. Penn
Vice President, Marketing Technology

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Posted on January 5, 2018 in Content Marketing, 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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