How 3 mega-trends are affecting PR in 2017

Following up on predictions, the author looks at the barrage of content, dark social channels and ‘owning the audience.’

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Midyear offers a chance to take stock.

We previously predicted three PR mega-trends would shape PR and marketing in 2017. Here’s an update:

Content shockwave

According to Google News, 72 million news stories were published in 2016—more than 200,000 stories a day. We predicted the abundance of content would only increase in 2017, largely because of the proliferation of artificial learning intelligence.

The first three months of 2017 saw about 18.4 million articles published to U.S. news outlets, a bump from 18 million in Q1 2016.

The trend line in the figure below suggests no abatement anytime soon.

The oversaturation of content changes media relations strategies. In the past, quality of coverage has been considered the most important metric—a hit on or The Huffington Post was deemed more valuable than any niche or trade publication hit.

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