My Predictions For The Future of Effective Public Relations

One: Quality Resonates

Audiences are becoming increasingly wary of the content that they are presented. 

For that reason, your content should be genuine and transparent. Audiences want quality content that provides something they didn’t possess before. New insights, “behind the scene looks”, and coherent information which can be rapidly digested. 

Churning out content just for the sake of churning out content is not helping your brand. In fact, it may be harming it.

Focus on quality content which will truly connect with your audience. 

Two: Real Emotions, Real People

In a world which is becoming increasingly commanded by algorithms and bots, your publicity efforts must be driven by emotion. Strive to add a large dose of that human element in order to be more meaningful. Be worthy for consideration as a brand to connect with. 

There is more content online today than ever before. Not surprisingly, there is now a rising consumer trend towards digital detox. 

Brands which inspire others will remain in people’s minds and will be seen as the true people to remain with. 

Three: Video Content Still Rules

Look to how you can offer video content in a range of lengths and styles.

For example, brands tend to focus on talking about features and benefits. But if you show it to them in action - via video content - they understand what you are trying to convey. Get your audience to explore your brand through easy-to-see examples, not just bland explanations. 

Brands who master video content will win BIG at the publicity game.

Four: Micro Over Macro

An influencer on Instagram with “only” 5,000 followers may have more impact on your brand than someone with 100,000 followers because those followers are dialed into a specific vertical or industry that you are attempting to reach. 

Your PR and strategic-alliance efforts should focus on expert, local, and enthusiastic micro-influencers, instead of macro-influencers.

Micro-influencers abound and can be quite collaborative as they are also seeking ways and collaborations on growing their brand.