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Author: Andrew Ryan

gcrAs 2016 comes to a close, this is a perfect time to look ahead to next year and beyond. Rather than offer some predictions — don’t worry, Mike will be doing just that in an upcoming article for PR News and we’ll share his insights — I want to take a bigger-picture look at the PR sector. As a participant at PRSA’s 2016 International Conference in October, I was fortunate enough to attend a breakout session on the USC Annenberg Center for Public Relations’ “Global Communications Report 2016.” So what the does the next five years look like for the PR industry? There’s lots of good news, but some challenges ahead as well. Here are my top five takeaways for the future of PR:

pr-word-cloudWe’ve all heard the sayings about a “jack of all trades and master of none” or “the same shoe doesn’t fit everyone.” There’s a reason that these adages are so common: they’re true.

When Mike and I started our own PR and communications firm in 2009, we had a passion for the real estate industry. We believed then – and still do today – that an industry-focused model was the best approach for our firm. Why?

nmmaWe’ve got some big news to share: Commonwealth Partnerships won multiple awards in a national senior living awards program! We were honored for our work by the 25th annual National Mature Media Awards, which recognizes the nation’s finest marketing, communications, educational materials, and programs designed and produced for older adults. We’re passionate about providing strategic communications services for senior living providers and are so appreciative of this recognition!

Awards1As August and the summer winds down, fall is fast approaching. Not only does that mean pumpkin-spiced everything, but also awards nomination season. Many of the biggest industry awards for A/E/C firms issue their call for nominations in the fall and early winter. Now is the time to start thinking about your best projects and if they’re truly awards worthy. Crating compelling and innovative award submissions can be tricky for architects, engineers, and general contractors. The projects these A/E/C firms tackle are complex and technical. However, if you dig a alittle deeper you might be surprised!

auditThe dog days of summer are here and August tends to be a slow month for many. While a lot of people have their sights on beaches or preparing for back to school, the next few weeks offer a great opportunity to evaluate how your various marketing and communications campaigns are preforming. Taking stock of what’s working and what’s not can ensure that you’re leveraging your resources as best as possible. So before you start thinking about 2017 planning, spend some time now reviewing how campaigns have performed thus far and make adjustments as needed.

videoAs Americans spend more time online — whether through a mobile device or desktop computer — we’re also consuming more video than ever before. A new report from eMarketer found that the average American adult consumes more than 5.5 hours of video content a day. That’s a lot of video! Not all of it is in the form of video testimonials, but increasingly Americans are more likely to consume video than other types of content.

experienceThe size of newsrooms around the country continues to shrink. Last year, the American Society of News Editors released a report that once again showed double digit decline in newsroom counts. This contraction is difficult for journalists and takes a toll on that industry. It also can result in challenges for public relations professionals. With fewer reporters and producers in newsrooms, those who remain are often covering multiple beats and handling many stories at once. The ability to break through can be difficult for PR pros. Sometimes a press release or pitch simply won’t cut it and get the attention a story might deserve. That’s why we need to get creative when it comes to positioning stories and one such way is by offering journalists something different: an experience. 

influenceAs our society continues to become more social and digital, the rise of influencer marketing has been swift. Influencers offer a number of marketing benefits to raise awareness and promote a product or service. They can connect with target audiences have a lasting impact. Social Times recently noted the rise in influencer marketing. When many of us think of influencers, we immediately jump to big-name celebrities. However, that’s changing too as new research from the Wharton School shows that micro-influencers drive behavior at higher rates that previously thought. Given this evolving marketing strategy, many organizations are trying to determine how to leverage influencers.