December 2009

Within communication circles, 2009 may well be remembered as a time when the PR and marketing communities helped to usher in a new era of media relations.

As the current year draws to a close, many have begun to forecast what the coming year has in store for the PR industry and the media at large. We at BurrellesLuce have donned our own prediction caps to offer a few ideas on what awaits PR professionals in 2010.

Here are 10 possible trends that are worth watching during the next 12 months:

1. The perceived gulf between traditional and new media will shrink. Blogs and online social media will become more closely integrated with traditional media, and the platforms will be decreasingly viewed as separate entities. Communicators will become less concerned about distinguishing among the media, and instead will focus more attention on implementing media-relations best practices across the board. In short, a common definition of good media relations practices will prevail, regardless of media channel or outlet. And according to a study we conducted with PRNews, this integration may stretch into measurement as well.
2. Mainstream media relations will remain an integral part of PR efforts. Although print outlets may get a facelift, or change form and integrate with social media (see prediction one), they will remain very much alive. In fact, we may see the importance of mainstream journalism increase in 2010. "While print circulation last year has cratered, the number of unique visitors to newspaper websites grew by 15.8% to 65 million in the past year. Though the news media still struggles to figure out how to make $$$ from journalism, the audience is present and accounted for," notes Todd Defren of PRSquared.
3. Practitioners will get a firmer handle on social media's evolving role as a tool in public relations and marketing strategies. New platforms will ultimately arise while others merge and morph. Practitioners serious about using social media as a method of engagement will have to take a good look at where their company, brand, or client appears, and in what context. They will also have to continue researching where their stakeholders are actively participating, rather than try reaching some place new just because it's seen as cool or an up-and-coming spot to be. Regardless of the channel or medium, PR and marketing will have to continue to produce relevant, quality content and interact in a way that is meaningful to their constituents.
4. Holistic measurement and return on investment will occupy a larger portion of the spotlight. "Sentiment analysis will become increasingly important," writes Daryl Tay of Blue Interactive Marketing. (Read his social media trends and predictions for 2010 here.) As such, PR and marketing professionals will need to move beyond strictly automated or computerized metrics that miss the subtle nuances of language and instead adopt a human-edited approach.
5. As more millennials enter the industry, PR will reevaluate its approach to multi-generational communication. Advertising consultant Mike Carlton believes that, for agencies to realize a rewarding future, they must better understand and manage people who entered adulthood around the year 2000. In his white paper, The Challenges of Millennials, he writes: "Millennials are exceptionally well educated and have the potential to contribute significantly to the future of advertising and PR agencies. But only if the chasm between them and the Boomer leaders of many agencies is closed."
6. Instantaneous technology and communication will continue to accelerate the creation of consumer-driven content. As a result, media and PR professionals alike will seek even more ways to incorporate citizen journalism into their overall models. This will increase the need to "check the facts," and adhere to stringent journalistic ethics.
7. Shorter news cycles, coupled with a relentless "need to know," will generate higher demand for content. Weeding through the clutter, both online and offline, will become ever more challenging for the individual and communications professionals alike. This will further highlight the need of the production of quality content to standout from the competition and gain the attention of relevant influencers and stakeholders, as well as for increased monitoring of the media.
8. Cable TV and movies will thrive, but there will be less of a distinction among the delivery channels (e.g., television on the web, mobile devices, etc.). Consumers will gain greater control over the type of mobile, video, and television content they see. This trend will require communicators to work around what may have been perceived as constraints, and instead force them to learn how to leverage this new paradigm of broadcast distribution.
9. Copyright compliance battles will heat up. As in years prior, technology will make the distribution of content easier for individuals and consumers to access. Content providers will ramp up their ongoing efforts in response, attempting to protect their intellectual property by ensuring and receiving adequate compensation for its proper use. With the backing of Rupert Murdoch's News Corp., even what has been considered "OK" under the Fair Use Defense (e.g., the use of a headline and extract) will come under assault.
10. Publishers will discover new ways to enhance or revamp their current business models as they strive to further monetize content. Some newspapers may shutter, but on the whole we will see a reinvention of the print industry. This may mean more papers going online and requiring paid subscriptions for premium content. Other publications may forgo the mass market in favor of an audience that is more local. Referring to a panel discussion held at the Pacific Northwest Travel Writers' Conference, Lisa Gerber, founder of Big Leap Creative, remarks that some smaller, regional publications may fare better than their larger, national cousins because they are "more intimate" and "more obtainable."(Read her post on the PR Muse weblog here.)

One thing's for certain: No matter what the new year brings for the industry, communication professionals will continue to demonstrate their resilience and adapt to the changing face of the media terrain.