Posted by Sara Sedgwick-Brown
We had the pleasure of recently attending the AWNY panel “What’s Hot in Public Relations: 2012” moderated by Ad Age’s Alexandra Bruell. It was an enlightening discussion among proven PR pros – all of whom felt strongly that the outlook for the industry is quite bright.
A bit of a “kumbaya” affair, Darlan Monterisi (Porter Novelli), Liz Kaplow (Kaplow), Lisa Rosenberg (Euro RSCG PR), and Jill Dosik (GCI Health) all thought that 2012 would bring a renewed focus on working together across marketing industries to bring ideas to life. Along with this message of unity came a sincere hope that the year ahead would bring a return to real world engagement and a healthier balance between offline and online interaction.
Below are more highlights on what will be hot in PR this year – even if it’s a bit cold outside right now.
10 Hot Topics for 2012:
- Cross-Industry Collaboration: increasingly, advertisers, marketers and PR pros, united by a concept or idea, will join forces and be judged on the overall success of activating the galvanizing idea
- Real World Engagement: more and more consumers will turn away from the screen and look to connect offline
- Customer Service: the last untapped army for PR, brands will turn to PR experts to improve their customer service operations
- Mobile: technology will continue to evolve and broaden engagement opportunities
- Media Training in the C-Suite: given increased transparency at the senior level, executives will need full-immersion media training to remain on message and be prepared to navigate a crisis
- Rapid Response: with a 24/7 news cycle, clients need strategic counsel on issues across all media platforms at the drop of a hat; PR pros need to learn to keep up
- Content, Content, Content: PR shops will become “editor & chief” of the brand, as companies will increasingly become content hubs, creating their own and curating work on topics relevant to their business
- Analytics: there will be an increasing onus on PR professionals to “prove the effectiveness of their work” in terms of quality, not just quantity – which will spur greater tracking tools
- Corporate Social Responsibility: CSR will be an integral (and expected) part of any 360o public relations program
- Internal Communications: clients will lean on PR to help smooth internal communications as CEOs show greater appreciation for full team engagement
As DGC looks ahead, content, analytics and corporate social responsibility are at the top of our list to keep us hot in 2012!