Throughout the month, we’ve shared blog posts by industry thought leaders predicting trends that will impact the public relations profession. This annual tradition provides insights and food for thought for many in the communication profession. This year we invited public relations professionals to join the discussion by using the #PRin2016 hashtag and took the discussion a step further by hosting a Twitter chat on the topic.
The chat, “#PRin2016: Business Predictions & Resolutions,” featured special guests Shonali Burke, president & CEO of Shonali Burke Consulting, Inc., and Peter Himler, founding principal of Flatiron Communications LLC, who have contributed to our annual series.
After an hour of action-packed tweeting, we learned a lot about what PR people expect from the year ahead and the evolution of the public relations industry in general. In this week’s Friday Five, we share five insights from the chat.
1. Smile: Live Communication is Here to Stay
A1: Live streaming from brands to consumers. Apps like Periscope and FB's coming live video feature = live communication #PRSAchat
— Ty Lehner (@tylerlehner) January 21, 2016
.@aiaddysonzhang Crucial and scary. The liability of it is going to be scary. Live is live! Never know what can happen #PRSAchat — Ty Lehner (@tylerlehner) January 21, 2016
@PRSA A1: Live streaming. We can broadcast our own stories in tremendous ways now, so we can rely even less on traditional media. #PRSAchat
— Kristy Gillentine (@KrisGillentine) January 21, 2016
2. Impressions & Advertising Equivalents must go!
@PRSA We have to get out of just impressions. It’s a dangerous, dangerous game! Understand retargeting, social equity, engagement! #PRSAchat — Tony Lee ⛽ (@sHecKii) January 21, 2016
@PRSA A4: Anything that isn't a vanity metric. Impressions are for the orthodontist. #PRSAchat
— Caroline O'Reilly (@_HelloCaroline_) January 21, 2016
3. PR Must Think Beyond Media Relations
A3 As I have said, PR pros no longer can rely solely on the benevolence of journalists to drive their communications campaigns. #PRSAchat — Peter Himler (@PeterHimler) January 21, 2016
I agree. I think more people are getting that mass distributed releases aren’t working anymore. #PRSAchat https://t.co/PpqSm22y4e
— Robyn (@robyn_rl) January 21, 2016
4. Sorry, but Math is Required for PR Pros
A4.1: Stop being scared of math & start using your brain. So many people don’t do it, it may as well be “new” ;p #prsachat — Shonali Burke (@shonali) January 21, 2016
A4.1: Let's break the PR/math stereotype people! #victorypose #prsachat https://t.co/EHn5bbxny2
— Greg Rokisky (@GregRokisky) January 21, 2016
5. Professional Development is a Common, Yet Important, Resolution
A5: To take charge of my own professional development & not limit my learning to just what I need for current position #PRSAchat — Robyn (@robyn_rl) January 21, 2016
A5: I want to continue being a student of measurement. How can I/we get better at measuring PR outcome(s)/impact? #PRSAchat #Resolution
— BridgetteBorstOmbres (@BridgetteBorst) January 21, 2016
Did you miss yesterday’s chat but are interested in participating in the future? In 2016, we invite you to join us on the third Thursday of each month at 3pm Eastern for a #PRSAchat. Next month, we’ll be chatting on February 18.
In addition, below you will find a Storify recap of yesterday’s chat, which captures some of the tweets shared.
