{"id":525,"date":"2017-11-21T17:16:45","date_gmt":"2017-11-21T17:16:45","guid":{"rendered":"http:\/\/scoreindia.org\/blog\/?p=525"},"modified":"2018-03-04T17:28:41","modified_gmt":"2018-03-04T17:28:41","slug":"public-relations-trends-watch-2018","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/public-relations-trends-watch-2018\/","title":{"rendered":"Public Relations Trends to Watch Out for in 2018"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-6' ><li class='ez-toc-heading-level-6'><ul class='ez-toc-list-level-6' ><li class='ez-toc-heading-level-6'><ul class='ez-toc-list-level-6' ><li class='ez-toc-heading-level-6'><ul class='ez-toc-list-level-6' ><li class='ez-toc-heading-level-6'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/public-relations-trends-watch-2018\/#This_article_originally_appeared_on_wwwreputationtodayin\" >This article originally appeared on www.reputationtoday.in<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/public-relations-trends-watch-2018\/#Public_Relations_Trends_for_2018\" >Public Relations Trends for 2018<\/a><\/li><\/ul><\/nav><\/div>\n<h6><span class=\"ez-toc-section\" id=\"This_article_originally_appeared_on_wwwreputationtodayin\"><\/span><em>This <a href=\"http:\/\/reputationtoday.in\/taking-pride\/public-relations-trends-to-watch-out-for-in-2018\/\">article<\/a> originally appeared on <a href=\"http:\/\/reputationtoday.in\/\">www.reputationtoday.in<\/a><\/em><span class=\"ez-toc-section-end\"><\/span><\/h6>\n<p>As 2017 ends and we gear up for another calendar year here are a few public relations trends for the year ahead. Feel free to read my piece from last year here \u2013\u00a0<a href=\"http:\/\/bit.ly\/2017PRTrends\" target=\"_blank\" rel=\"noopener noreferrer\">bit.ly\/2017PRTrends<\/a><\/p>\n<p><!--more--><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Public_Relations_Trends_for_2018\"><\/span>Public Relations Trends for 2018<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Public Relations will grow in stature \u2013<\/strong>\u00a0The focus will move back to relationships and <a href=\"http:\/\/scoreindia.org\/blog\/creating-great-content-public-relations\/\">good content<\/a>, which are the cornerstone of Public Relations. This will not remain merely a profession that revolves around media relations and paper pushing. There will be two types of firms, one that behaves like a consultancy and the other that is a media relations enterprise. Clients will choose one or either.<\/li>\n<li><strong>Societal good will rank high among priorities for brands \u2013<\/strong>\u00a0Public Relations for brands will mean <a href=\"http:\/\/scoreindia.org\/blog\/public-relations-social-cause\/\">doing good<\/a> and earning points from customers for the effort. This will evolve as the world begins to understand the paid, earned and owned media concepts better.<\/li>\n<li><strong>Media Relations will become increasingly specialised with a smaller team within firms doing the outreach \u2013<\/strong>\u00a0Several firms will have dedicated teams <a href=\"http:\/\/scoreindia.org\/blog\/media-relations-public-relations\/\">for media relations<\/a> and rest of the staffers will focus on creating content, spotting public relations trends and helping brands become digital.<\/li>\n<li><strong>Ad agencies will vie for the earned media bit and PR firms will vie for the paid media piece \u2013<\/strong>\u00a0<a href=\"http:\/\/scoreindia.org\/blog\/public-relations-advertising-relationship\/\">Cross pollination<\/a> will take place. Some firms have already graduated to calling themselves communications marketing firms and this will be both, a cause of concern and a reason for celebration in the world of Public Relations consulting.<\/li>\n<li><strong>The three As of Analytics, Artificial Intelligence and Augmented Reality will become the currency of conversations \u2013<\/strong>\u00a0While everyone tries to learn and understand more about <a href=\"http:\/\/scoreindia.org\/blog\/data-analytics-in-public-relations\/\">these concepts<\/a>, training programmes and conversations will revolve around deciphering these three As better. The firms that win businesses in the future will be those that get these three clear-cut.<\/li>\n<li><strong>One-person shops are becoming rampant and they may not survive their third anniversaries \u2013<\/strong>\u00a0In 2017 several one-person armies were born but in the long run they will find it hard to deliver quality campaigns. Some will remain small, maybe because they were created to remain that way, but many will fold up before their third birthday.<\/li>\n<\/ul>\n<p><em>Related: <a href=\"http:\/\/scoreindia.org\/blog\/indias-biggest-pr-firms-amith-prabhu\/\">India&#8217;s Top PR Firms<\/a><\/em><\/p>\n<ul>\n<li><strong>Brands will be made and broken online \u2013<\/strong>\u00a0Brands will behave the way they want to offline. However, they will be made and broken online. We saw that in the <a href=\"http:\/\/reputationtoday.in\/taking-pride\/what-happened-to-my-beloved-indigo-an-open-letter-to-the-president-of-indias-number-1-airline\/\">Indigo Airlines fiasco<\/a>. We saw that with Maggi couple of years ago. Activism is gaining greater ground from customers with high expectations.<\/li>\n<li><strong>Outputs and outcomes will now have outtakes as part of the measurement \u2013<\/strong>\u00a0As per AMEC, this refers to the response and <a href=\"http:\/\/scoreindia.org\/blog\/results-can-cannot-measure-public-relations\/\">reactions of the target <\/a>audiences to the activity. How attentive were they to the content, what was their recall, how well-understood is the topic, did the audience engage with the content or did the audience subscribe to more information.<\/li>\n<li><strong>Fake News will dominate social networks in splits and bursts \u2013<\/strong>\u00a0The menace is here to stay as mobile phones and those who use them wield considerably high amount of power. How individuals and <a href=\"http:\/\/scoreindia.org\/blog\/fighting-fake-news\/\">brands deal with it<\/a> on 2018 will determine its significance in the years ahead.<\/li>\n<\/ul>\n<p><strong>&#8211; Amith Prabhu<\/strong><\/p>\n<p style=\"text-align: left;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-533 lazyload\" data-src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-200x300.jpg\" alt=\"Public Relations Trends - The article written by Amith Prabhu - Dean of School of Communications &amp; Reputation (India's top mass communications colleges) offering a post graduate course on public relations and corporate communications \" width=\"200\" height=\"300\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-200x300.jpg 200w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017.jpg 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-683x1024.jpg 683w\" data-sizes=\"(max-width: 200px) 100vw, 200px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-533\" src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-200x300.jpg\" alt=\"Public Relations Trends - The article written by Amith Prabhu - Dean of School of Communications &amp; Reputation (India's top mass communications colleges) offering a post graduate course on public relations and corporate communications \" width=\"200\" height=\"300\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-200x300.jpg 200w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017.jpg 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/11\/Amith-Prabhu-2017-683x1024.jpg 683w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/noscript>Amith is the\u00a0Dean of the School of Communications &amp; Reputation (<a href=\"http:\/\/scoreindia.org\">SCoRe<\/a>)- A post graduate <a href=\"http:\/\/scoreindia.org\/Post-Graduation-in-Public-Relations.html\">institute of Public Relations<\/a> built by the Indian PR community. He is also the founder of the <a href=\"http:\/\/promisefoundation.com\/\">PRomise Foundation<\/a> which organises <a href=\"http:\/\/praxisonline.in\/\">PRAXIS<\/a>, India\u2019s annual summit of reputation management professionals.\u00a0He can be reached\u00a0<a href=\"https:\/\/twitter.com\/amithpr\">@amithpr<\/a> on twitter.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":531,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[6],"class_list":["post-525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Public Relations Trends to Watch Out in 2018 - PR Education<\/title>\n<meta name=\"description\" content=\"Public Relations Trends indicate in 2018 PR will grow in stature &amp; 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