According to an article from PR News Online, there are going to be 5 PR trends in 2017 that all PR related people should watch out for. These trends are a reflection of everything that went on last year as whole, especially the election.
The first trend involves journalism. Journalists will be a lot more focused on facts, due to an excess of fake news in 2016. Fake news can lead to an abundance of follow up articles that are based on something that is not true, which is something to be focused on in the upcoming year so we can make sure we accurate and transparent in our profession.
The second trend involves third party research. Getting a pitch approved can be difficult, so having third party research to support the pitch can be very beneficial and will be used more in 2017.
The third trend will involve management of reputation. With a variety of sources such as increasing social media outlets, managing reputation on all sources is vital to success in 2017. Speaking of social media and the increase in visual aids, the fourth trend involves an increasing trend in live video. Live videos, according to the article; attract billions of views on outlets such as Facebook.
The last trend mentioned in the article is that influencers will start to become contributors more and more based on trends in 2016. In this trend authenticity will be the key.
Keeping up with trends within PR can be difficult since it is constantly changing, however, for the quality of the profession and of reputation upkeep it is essential to stay connected and read articles from sources such as PR News Online.