PR & Media Trends 2018

Igor Szucs

What are the biggest trends in PR and Media we could expect in 2018? While it’s no easy task to make predictions, even if 2018 is almost here, there are some forecasts based on what happened this year and the trends that caught the highest speed in the past months. So, what is the communication industry preparing for us in the coming year? Let us see what the experts say about it.

PR & Media Trends 2018

Igor Szucs

© Igor Szucs, 2017

ISBNВ 978-5-4490-1131-2

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What are the biggest trends inВ PR and Media we could expect inВ 2018?

While it’s no easy task to make predictions, even if 2018 is almost here, there are some forecasts based on what happened this year and the trends that caught the highest speed in the past months. So, what is the communication industry preparing for us in the coming year? Let us see what the experts say about it.

Some experts inВ the national media sector may lose their trustworthiness

Since social media evolved inВ such aВ great deal, ending up the primary source ofВ information and news for the population, the national media players are getting blows after blows. InВ spite ofВ the fact that they were once the most important information providers inВ the country, they will now have toВ work hard toВ maintain their credibility inВ front ofВ their audience, together with their trustworthiness.

PR is aВ value that cannot be replaced or ignored

We are living inВ aВ century dominated byВ speed, when people are looking toВ do things and achieve results fast, byВ even skipping aВ few steps if possible. This happens when executives believe that it is enough toВ use marketing on social media networks or digital marketing techniques, choosing toВ disregard the value brought inВ byВ aВ PR specialist. The truth is that PR specialists are irreplaceable and they should deposit more efforts into teaching people what advantages they can bring, as it is hard toВ achieve the desired results just byВ relying on digital marketing.

AВ battle between earned and paid media

You probably agree with the fact that it is sometimes hard toВ guess which content is paid and which one is earned. This happens because the line between these two types is growing thinner and thinner. But, even so, letВ us not forget that one ofВ the primary skills and talents ofВ aВ PR specialist is writing. So, they are more than capable ofВ getting the attention ofВ the public, which is aВ great thing both for the agencies and PR professionals. Yet again, there are some voices that state the fact that PR should be only about earned media, which will certainly lead toВ aВ conflict inВ the future.

The struggle toВ be seen on media

When we say media, we mainly make reference toВ the constantly-growing social media networks, like Facebook, LinkedIn, Twitter, and others. InВ recent times, more and more companies discovered the high potential ofВ media when it came toВ attracting new clients, but, at the same time, this led toВ aВ rather harsh challenge for being seen. InВ other words, it is quite difficult toВ find aВ way toВ stand out inВ the crowd inВ an environment flooded byВ companies and business that may activate inВ the same niche as you. Nevertheless, being visible on media also means managing toВ survive on the market, so this will continue toВ be one ofВ the main preoccupation ofВ companies around the world, regardless ofВ their type.

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