3 trends PR pros should embrace in 2017

Content marketing and partnering with influential social media users are crucial tactics to reach consumers effectively. Here’s what you should know.

Ragan Insider Content

What does the public relations industry have to look forward to in 2017?

What’s in store for practitioners, agencies and companies seeking to build awareness, reputation and trust?

Three mega-trends are on their way and will arrive on our industry’s shores this year. Let’s see if we’re ready for them:

1. Content shockwave

In 2016, we saw more content created than ever before. In news publications alone, we saw an astonishing 72 million news stories (an all-time high) written in 2016, according to Google News.

Throughout the past year, we averaged close to 200,000 stories per day. In 2017, the tsunami of content will only increase. As machine learning and artificial intelligence improve their capabilities at generating natural language text, we will see more and more content by machines than ever before.

The most cutting-edge public relations and media relations professionals will be investigating the potential of artificial intelligence and how it can be used to generate massive amounts of relevant content. How can we use data, analytics and algorithms to achieve awareness at scale?

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