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9 New Digital Trends Re-Shaping PR

Arik C. Hanson, ACH Communications

Aug. 11, 2015

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ABOUT ARIK

• 20 years agency, corporate; #SoloPR since 2009; @arikhanson

• Blogger, podcaster, e-newsletter maker, board member, event organizer

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9 Trends Everyone is Talking About

• Content marketing! Content marketing! Content marketing!

• Instagram = so hot right now• Facebook is now officially an advertising

platform• Mobile (for about the 9th year in a row)• Podcasting = so hot right now• EMOJIS are everywhere (even in news

releases)• Is Twitter dying? (Atlantic article)• Digital brand magazines (just read Contently)• Live social video is here—and is so freaking

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9 Trends you SHOULD be Thinking About

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#1

The Bite-Sized News Feed

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What does this mean for you?

• Consider ALL the channels media are using to distribute when pitching

• Are you packaging the content you’re pitching for Snapchat, Instagram and Facebook?

• Consider using social networks to tell longer stories (more on this in a moment).

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#2The Impending Contentapocolypse

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432,000

421,920,000

500,000,000

58,000,000

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What does this mean for you?

• Focus on QUALITY over QUANTITY• Advanced storytelling techniques (Google

News Lab)• Go deep with your stories

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#3Is the corporate blog still content marketing’s “home base”?

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What does this mean for you?

• Consider how you can syndicate blog content.• How can you use your organization’s “super

influencers” to reach more people?• Don’t listen to the pundits.

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#42014: Facebook Zero.

2015: Twitter Zero.

2016: Instagram Zero?

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Is Instagram Zero really a possibility?

“Across more than 400 campaigns measured globally with Nielsen Brand Effect, ad recall from sponsored posts on Instagram was 2.8x higher than Nielsen’s norms for online advertising.”

“Now, as we look to build on this momentum, we’re focused on three key areas: Expanding ad offerings to include action-oriented formats, enabling more targeting capabilities, and making it easier for businesses large and small to buy ads on Instagram.”

* Source: Instagram

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What does this mean for you?

• Don’t over-rely on social channels.• Don’t over-rely on engagement metrics,

either (you may end up paying for ALL of them eventually)

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#5Is live social video really the next big thing?

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What does this mean for you?

• Resist “Shiny Object Syndrome”• Experiment slowly with live social video—it

will evolve.• Stay within brand guidelines—don’t dilute

your brand for the sake of staying “on trend.”

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#6Breaking news = redefined (again)

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What does this mean for you?

• New breaking news model: Earned + Owned + PAID

• Blog posts = the new news release?• Re-evaluate how you and your clients “break

news”

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#7The NEXT generation of wearables/VR will significantly impact brand storytelling

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What does this mean for you?

• The future is NOW. • VR is NOT outside our wheelhouse.• Start testing and experimenting with the tech.

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#8IoT *will* impact PR

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No, really.

• IoT and crisis communications• Data100000 = storytelling fodder• It’s all about the value exchange

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#9The Ever-Widening PR/Social Skills Gap

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64% - Value traditional PR skills when hiring senior/junior talent

20% - Value digital skills when hiring senior/junior talent.

Digital skills don’t rank in the top 5 for skills sought for senior-level leaders.

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What does this mean for you?

• Senior-level? Take a leadership role with digital.

• Junior-level? Help senior folks get smarter.• In the middle—help the TEAM make progress.

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9 Trends you SHOULD be Thinking About

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• The Bite-Sized News Feed• The impending Contentapocalypse• Is the corporate blog still content marketing’s “home base?”• Instagram Zero• Is social video really the next big thing?• Breaking news=redefined (again)• The next gen of wearables/VR will impact storytelling•IoT *will* impact PR• The ever-widening PR/social media skills gap

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@arikhansonarik@arikhanson.comarikhanson.com (sign up for Talking Points)