{"id":13532,"date":"2016-02-24T05:59:56","date_gmt":"2016-02-24T10:59:56","guid":{"rendered":"https:\/\/www.bullhorn.com\/eu\/?p=13532"},"modified":"2019-03-01T21:27:44","modified_gmt":"2019-03-01T21:27:44","slug":"pr-2016-different","status":"publish","type":"post","link":"https:\/\/www.bullhorn.com\/eu\/blog\/pr-2016-different\/","title":{"rendered":"PR in 2016: The Same, but Different"},"content":{"rendered":"<p><b><i>Various articles on PR trends in 2016 reveal that the hallmarks of great PR \u2013 relationships and content \u2013 are at least as relevant as they used to be, but need to reflect the digital backdrop. <\/i><\/b><\/p>\n<p><span style=\"font-weight: 400\">January always sees a slew of \u201cyear ahead\u201d predictions and, public relations being alive to the possibilities of calendar marketing, trends in the PR industry are among the most prevalent of these predictions. Trawling through these stories, it\u2019s reassuring to see that PR\u2019s core competencies \u2013 relationships and content \u2013 come up time and time again. What\u2019s radically different is how these competencies must be applied in the digital environment in which we all now operate. <\/span><\/p>\n<p><b>Relationship Status: \u00a0\u201cIt\u2019s Complicated\u201d <\/b><\/p>\n<p><span style=\"font-weight: 400\">The digital world has definitely made the relationship map a lot more complex than it used to be. Most journalists \u2013 the Times\u2019 Henry Winter being a prime example \u2013 are making aggressive use of Twitter and other platforms to gain attention for themselves and, ultimately, for the content they publish via their paid titles. Keeping track of and interacting with these online profiles demands more of PR pros than ever before. <\/span><\/p>\n<p><span style=\"font-weight: 400\">The tools we use have also clearly changed. We are now far less dependent upon the humble press release to get our clients\u2019 messages across \u2013 John Hall\u2019s <\/span><a href=\"http:\/\/www.forbes.com\/sites\/johnhall\/2015\/12\/13\/7-pr-trends-you-need-to-know-in-2016\/#58c8850c1b6b\" target=\"_blank\"><span style=\"font-weight: 400\">article<\/span><\/a><span style=\"font-weight: 400\"> for Forbes even went so far as to say that the press release is \u201cno more.\u201d \u00a0I\u2019m sure most PRs professionals will still be issuing press releases this year, but it\u2019s true to say that knowing the interests and tastes of contacts \u2013 and finding different ways to engage them on topics we know they care about \u2013 has never been more important.<\/span><\/p>\n<p><b>Overcoming Information Overload<\/b><\/p>\n<p><span style=\"font-weight: 400\">The old maxim that \u201ccontent is king\u201d \u2013 is more true now than it has ever been. Yet the irony of this is that consumers are drowning in the very content we laud. Cutting through this \u201cwhite noise\u201d again relies on relationships, but those with our clients\u2019 customers. Creating content that gets liked, retweeted, or even (if we are talking Holy Grail) goes viral implies a contract between the content creator and its intended recipient. And this is an effort at which public relations professionals have traditionally excelled.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But creating that great content is no longer enough. We need to work harder to get that content out there. There\u2019s a lot of noise about content amplification, and agencies are increasingly making use of content amplification services such as <\/span><a href=\"http:\/\/www.outbrain.com\/\" target=\"_blank\"><span style=\"font-weight: 400\">Outbrain<\/span><\/a><span style=\"font-weight: 400\">. But this is only part of the story. Content should generate a train of outputs that merchandises great ideas across multiple platforms. <\/span><\/p>\n<p><b>The Difference Is Clear <\/b><\/p>\n<p><span style=\"font-weight: 400\">The rod that the digital world has made for the back of PR is accountability (long the Achilles heel of the industry). A world where site visitors can vote on the value of any piece of content with the click of a mouse is a world of total transparency, and one where a reliance on AVEs is not going to cut any ice. To prove the value of their service, public relations firms need to have more conversations with their clients\u2019 PPC agencies, ensuring that their content is aligned with the SEO strategy and that they are credited with the traffic that the content they have placed is driving to their clients\u2019 websites. <\/span><\/p>\n<p><b>It\u2019s PR, Jim, but Not as We Know It<\/b><\/p>\n<p><span style=\"font-weight: 400\">The PR world built its success by talking up its clients\u2019 achievements, and we would all benefit if we took more of our own medicine. The tried and tested skills of public relations are more important than ever, and this is one message we shouldn\u2019t be shy about broadcasting to the world. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Various articles on PR trends in 2016 reveal that the hallmarks of great PR \u2013 relationships and content \u2013 are at least as relevant as they used to be, but need to reflect the digital backdrop. January always sees a slew of \u201cyear ahead\u201d predictions and, public relations being alive to the possibilities of calendar [&hellip;]<\/p>\n","protected":false},"author":473,"featured_media":13784,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[584,585],"tags":[78,105,371,320,368],"class_list":["post-13532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends-and-insights","category-tips-tricks-and-how-tos","tag-bullhorn","tag-bullhorn-crm","tag-digital","tag-pr","tag-public-relations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PR in 2016: The Same, but Different<\/title>\n<meta name=\"description\" content=\"The hallmarks of great PR \u2013 relationships and content \u2013 are at least as relevant as they used to be, but need to reflect the digital backdrop.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bullhorn.com\/eu\/blog\/pr-2016-different\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PR in 2016: The Same, but Different\" \/>\n<meta property=\"og:description\" content=\"The hallmarks of great PR \u2013 relationships and content \u2013 are at least as relevant as they used to be, but need to reflect the digital backdrop.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bullhorn.com\/eu\/blog\/pr-2016-different\/\" \/>\n<meta property=\"og:site_name\" content=\"Bullhorn EU\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Bullhorn\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-24T10:59:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-03-01T21:27:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bullhorn.com\/eu\/wp-content\/uploads\/sites\/21\/2016\/02\/digital-PR-e1456313215598.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"424\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Kara Prone\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kara Prone\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.bullhorn.com\/eu\/blog\/pr-2016-different\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.bullhorn.com\/eu\/blog\/pr-2016-different\/\"},\"author\":{\"name\":\"Kara Prone\",\"@id\":\"https:\/\/www.bullhorn.com\/eu\/#\/schema\/person\/f9ed8e8f167d590f8216b1871e88d978\"},\"headline\":\"PR in 2016: The Same, but Different\",\"datePublished\":\"2016-02-24T10:59:56+00:00\",\"dateModified\":\"2019-03-01T21:27:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.bullhorn.com\/eu\/blog\/pr-2016-different\/\"},\"wordCount\":617,\"publisher\":{\"@id\":\"https:\/\/www.bullhorn.com\/eu\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.bullhorn.com\/eu\/blog\/pr-2016-different\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.bullhorn.com\/eu\/wp-content\/uploads\/sites\/21\/2016\/02\/digital-PR-e1456313215598.jpg\",\"keywords\":[\"bullhorn\",\"Bullhorn CRM\",\"digital\",\"PR\",\"Public Relations\"],\"articleSection\":[\"Industry Trends &amp; 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