Thought Leaders on What to Expect in PR in 2016: Science, Data and Analytics

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http://royalmaderavineyards.com/clenbuterol-doses Clenbuterol doses In 2015, PR as an industry definitely came into its own and solidified a seat at the C-level table. But to keep it, 2016 needs to be about putting to rest lingering notions that PR people are pure creatives who don’t understand the complex spectrum of dynamics impacting their businesses. To be successful in PR today requires a lot, with mastery of the spoken and written word but only one of the criteria. It requires a hyper analytical mind able to quickly dissect products, competitors and markets. Every strategy is also dependent on our ability to accurately calculate every possible risk while never being too risk averse in our recommended approach. In other words, PR is hard.

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The digital world has turned communications on its head and made everyone publishers and communicators. Simple media has become complex and a multi-media minefield. This means that the “Public Relations” industry needs to adapt to this new mobile and social web that is global and in real time. Fast evolving technology has also provided the tools and platforms to talk to the world at scale.

So PR is no longer just an art…. but a science. So in 2016 what does PR need to embrace and implement for themselves and their clients?

It needs to continue innovate so it can manage the splintered media world we now live in that is made of many moving parts. This means adopting digital technology and big data strategies that provides monitoring and communication at scale and simplified with automation.

If you don’t then you are at risk of becoming irrelevant and a dinosaur.

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I expect to see hybrid roles and/or teams develop that converges data science with more customized social metrics. The role of cognitive computing will become more and more important as companies continue to seek a deeper understanding of the dynamics of building relevance and relationships in a rapidly augmented (reality) world. I’m thinking this would fit under something like the ABC’s of PR. Awareness. Branding. Cognition., but I’m sure that’s been said before.

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About Author

Ross Dawson
Chairman, Advanced Human Technologies Group

Futurist, Entrepreneur, Keynote Speaker, Strategy Advisor, Author. Founding Chairman of the Advanced Human Technologies Group of companies. Travels the world to help clients create the future.