7 essential concepts to grasp for your future in PR

From identifying and measuring consumers’ online behaviors to the rampant damage caused by ‘fake news,’ practitioners must continually recalibrate—or lag the field.

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PR pros, are you keeping up?

With the ever-increasing importance of digital media for PR pros and marketers, a new set of knowledge and skills has arisen for those seeking to “future-proof” their careers.

A few years ago, traditional media outlets were chugging along and the old rules applied. In 2017 it’s clear that most daily newspapers will go under within four years. In addition, people don’t spend much time with online outlets, and online behavior has changed.

Here are seven areas where you should invest time, effort and training:

Online behavior

In the good old days, consumer journeys were more or less linear. Marketing exposure, and therefore media touch points, could be planned along the Awareness > Research > Consideration > Purchase route.

Today, the consumer journey is no longer linear.

People jump around from Facebook to news media outlets to Google to mobile to websites to blogs to YouTube to product reviews to Instagram and back again before making a purchase. We can no longer control where and when people are exposed to marketing messages.

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