As the year draws to a close, here’s what’s in store for PR in 2019. Here’s a peek at what will shape PR strategy in a big way. It’s always good to foresee the future and be prepared to grab opportunities.
Paid news and the rise of AI
In recent times, there has been a key trend of the media coming up with diverse options for paid news. In fact, many media houses allocate specific spaces for this. This market is set to grow bigger.
Artificial Intelligence or AI will play a bigger role in public relations than ever before. Here are some of the ways AI will work its way into PR, writing data-driven stories, transcribing audio and video into text, creating media lists, monitoring social media, predicting media trends and help with crisis management. Multi-media search is another big thing that’s coming up in this area and it’s bound to shake things up. Some PR agencies have already started incorporating AI into their work and this is set to grow bigger. Mundane tasks will be allocated to AI. Rather than feeling threatened, getting the hang of AI can help PR professionals add more value to their work and also keep themselves in demand.
Marketing and PR to integrate more
This is a trend that has been growing and in 2019, it will scale greater peaks. With the media coming up with more innovative ways to integrate brands into its fold, there will be a surge in PR initiatives that integrate marketing. This will allow a more consistent brand output which will strengthen the brand image.
Relationship building will reach a higher scale. This is something that has always been important in PR but now it will encompass a greater number of areas. Relationship building will encompass not just the media but will also extend to vendors, influencers and others.
With the growth in technology, it has become easier to measure metrics and PR is sure to take advantage of it. PR tools help you to create beautiful graphs and infographics to help clients understand the value created. This also allows them to appreciate the work that has gone into the strategy and the results.
Combating fake news
With the growth in fake news, there is also a great challenge for PR agencies. There is a need to immediately respond to fake news and firefight to contain the damage and alleviate it. With social media usage on the rise, fake news goes viral very fast and companies need to have a readymade strategy. They must be quick to reach and have a one-point source for information.
PR To become a content partner
PR will no longer be a press release producing machine, it will become a content partner. It will work alongside the media and work as a content partner identifying good news stories and adding value. Instead f merely pitching stories, it will create advocates for the brand. It will also provide wonderful visual content.