As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to do this for your blog? Here’s how.
Our top posts from the second quarter of 2017 focused on PR trends and best practices for career advancement.
In Q1 2017 we predicted how several PR mega trends would shape our industry. In Q2 we played “where are they now?” to determine if the trends had come to fruition. Shocker: they all had.
- News stories were published at an astonishing rate, affirming our thoughts that the era of machine-generated content (to ensure publications have bandwidth to cover as much as possible in today’s 24/7 news cycles) was upon us.
- Through observation we affirmed that securing a piece of coverage in a publication with a UVM in the millions did not have as significant of an impact as securing a piece of coverage in a publication with a UVM in the thousands if the outlet with the larger reach is publishing 5x more articles per day, which is often the case.
- As predicted, influencer marketing was still very much a driver of public relations and marketing efforts.
Above all, IBM Vision showed us a world in which we play as important a role as our machines. For public relations professionals who are bold thinkers and fearless experimenters, the future is very bright. Artificial intelligence has made public relations more creative, more enjoyable, and more impactful than ever – but we still have to overcome our fears of the machines and embrace them as our companions on the journey to the future.
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Senior Marketing Analyst
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