The start of a new year is often a time to look ahead at coming trends or challenges that will face different industries. In this month’s Tactics, PR pros Kristin Hampel and Evan Boyer outline four challenges we may face this year and how to handle them:
- Seamlessly weaving public relations and SEO together: Although once considered entirely different disciplines within an agency, these two departments will continue to come together to form stronger campaigns. Take time to align your PR and SEO strategies this year, and you’ll reap the rewards of the hard work that you’ve already done to make your brand stand out.
- Budgeting for content: Don’t be afraid to have candid conversations about the financial realities of creating and distributing great content that scales to fit paid, earned and owned channels.
- Pushing for more rich-media content: As audience tastes and expectations evolve, so too will the types of content being created. Pay close attention to the content-consumption behaviors of Gen Z in 2017 if you want to start (or continue) connecting with this growing audience through your PR efforts.
- Doing great work: Executing a successful PR campaign often relies largely on our ability to develop a deep knowledge base and solidify relationships with key stakeholders. PR teams who can handle a faster pace will capitalize on opportunities to deliver results and won’t keep clients and members wondering about their true ROI.
Hampel and Boyer both believe 2017 will be an exciting year for PR practitioners. As we look to the rest of the year, it will be interesting to see what other challenges may effect PR pros.