It’s that time of year where companies take stock of their performance in the first quarter of 2019 and make plans on how best to move into their new fiscal year. If your numbers aren’t what you hoped, or it’s clear you need a new strategy, now is the time to pivot. To help get you on your way, here are four PR trends you should watch out for in 2019:
1) Content marketing will be better aligned with PR
PR teams are often the best advisors to lead the content marketing narrative, as they own the brand narrative and are great at storytelling. As marketing teams see an increase in engagement and quality leads driven by strong content strategies, PR folks will move from just amplifying content to being more involved with assisting in the initial stages of crafting it.
2) PR pros will prove their worth with savvy measurements
Moving beyond vanity metrics, PR teams will be under pressure to prove how they have impacted the bottom line. PR firms that don’t do this well will get left behind. By showcasing how earned media ties into building awareness, engagement, trust and even leads, 2019 will be a year of absolute accountability. Using tools to measure share of voice, sentiments and lead generation is the way forward.
3) PR tech stack will drive more efficiencies
Gone are the days where an entire morning is spent media monitoring (thank goodness!). With news alerts pushed 24/7, there’s simply no reason to do this any longer.
From data-driven newsjacking to spotting a crisis before it escalates through real-time social listening, the right tech tools can help a team focus on what’s important by automating tasks – such as reporting and upkeeping an ever-changing media database. PR teams should invest in the right tech stack in 2019 to become more efficient and agile.
4) More journalists will join the “dark side”
The “dark side” is an old trope, but it ain’t so “dark” anymore. As the need for great content-driven by storytelling increases, more writers – including experienced journalists and editors – will find great opportunities in communications. At Mutant, we have built a team of senior editors and writers who are essential to creating smart content that’s amplified through PR.
At the end of the day, storytelling is at the core of what we do as PR professionals, and that won’t change. But how brand stories are told and the ways in which PR and marketing teams operate are changing – and those companies that need to breathe new life into their strategies should consider jumping in on these four trends in order to have a great 2019.
If you want your brand to keep up in 2019 and beyond, give us a shout at [email protected]