What does the public relations industry have to look forward to in 2017? What’s in stock for us as practitioners, as agencies, as companies seeking to build awareness, reputation, and trust?
Chris uses data to make his points about three inescapable themes about our imminent future:
• Content overload (better content, better distribution)
• The owned media imperative (given the decline in reach and impact of traditional media)
• The growing influence of “dark” (unmeasurable) social (and why we need to master it)
In this piece, Christopher S. Penn, Vice President, Marketing Technology, SHIFT Communications, examines public relations mega-trends in 2017.
In the end he asks the very simple question: Which future will you be part of?