6 PR trends to watch in 2014

The shifting media landscape and its domino effect on content creation and curation all point to one fundamental truth: A smaller percentage of people will really understand what the heck they’re doing.

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With a few scant weeks left in the year, it’s time to offer a glimpse at what seems likely for 2014 in the world of PR and marketing. Let’s consult the crystal ball:

1. Traditional media accelerates its decline. Some media brands will figure out that their new role in the media landscape is not that of provider of information, but of curator and qualifier. A few brands have already figured this out, that what they dispense is not information, but credibility.

The brands that aren’t strong enough to do this, nor smart enough to adapt to the new landscape, will fall by the wayside. Ad dollars will decline in proportion to the decline of a brand’s perceived strength.

On the flip side of this trend, brand journalism and brand media will increase proportionally as journalists go in-house at forward-thinking companies. Brand managers are waking up and realizing that an audience-centric mindset will power their advertising and marketing efforts, so expect much more brand journalism in the year to come.

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