What It Means to Be a PR Pro in 2016 and Beyond

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  • come up to speed with the challenges and opportunities of live video streaming (THINK: Periscope, Meerkat etc);
  • grapple with the ever-decreasing organic reach of our clients’ (agency or inhouse) Facebook Pages, while at the same time try to understand how advertising on the platform works;
  • keep abreast of all the new apps, tools and platforms that emerge with alarming regularity (one of my favourites is Meddle; I’m also a huge fan of Blab – I think it has huge potential);
  • stay ahead of the curve by learning and understanding the finer points of podcasting and audio-on-demand formats (this is a trend we’re going to see and hear a lot more of in 2016 and beyond);
  • become savvy video storytellers so as to tap into a visual medium that continues to grow like crazy;
  • continue to get our heads around the myriad platform changes occurring at LinkedIn, Twitter, Facebook, Pinterest and Instagram seemingly on a daily basis; and
  • understand the need to post content where audiences live, for example, blogging on LinkedIn’s Pulse, Medium.com and Facebook Notes.

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  • The democratization of information, in which everyone is now a real-time, global publisher.
  • Further to the above, a growing number of content creators are becoming bona fide influencers in their own right, which in turn means they probably should be on the radar of some in the PR industry.
  • Consumers are becoming expert ‘hunters and gatherers’ of information; we’re more than happy to get our news and information from a range of different sources, including brands – as long as we trust the source.
  • Demand for radical corporate transparency is at an all-time high (and at a time when trust in government, business and institutions remains at undesirable levels).

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Trevor Young