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  • Tracy Jones, MD

New Year, New Public Relations

5 Industry Trends to Expect in 2019



There is much to expect for our industry’s growth this year. From the emergence of the new technology and the shifting of consumer attitudes, change is ongoing. In 2019, we’ll be looking closely at emerging trends in the public relations field:


Reactive pitching


With so many publications for each industry, there is an opportunity to not just pitch a story but to engage in the conversation already going on. There is technology that will allow one to track topics in industry-focused publications. With the use of this technology, you can track what topics are hot in your client’s industry and pitch content that adds value to the conversations they are already having. We can only expect as this technology grows, agencies will have the opportunity to maximize their coverage and change their way of pitching.


Digital world


As the internet and social media continues to influence our consumer behaviour, the value of digital public relations is growing. However, the conversation of online public relations has moved beyond just social media and we are seeing the rise in a need for other digital services.


2019 is the year of optimising search engines and getting the highest domain authority available. In this era, if clients are not on the first page of a Google search, they might as well not exist. It’s time that public relations took advantage of all that the online world has to offer and pose our both our own companies, and our clients, in the best possible light.


Marketing to Millennials


Being the largest generation in recorded history, Millennials (between 23 and 38 years old) are subsequently the largest market demographic to date. We can expect their buying power to grow in 2019 as the youngest enter the workforce. This will only lead to more spending power and purchases made by this group.


To get a better understanding of how Millennials have already started to take over the market, view our post Millennial Take-over.

Technology is making life easier


There are new ways of searching, coding, sharing, organising and researching. There are even services that are automating and simplifying the daily workload. There are sites such as Avanza and Monday to help your team organise their work, count hours, and invoice clients. Some sites like Feedly and Google trends will track trends in public relations and your client’s industry to help generate coverage ideas – especially in the case of reactive pitching.


New techniques to measure campaign success


As the digital world rises, the public relations industry needs to re-evaluate how they value their executions and tangibles. There is no digital equivalent for Advertising Value Equivalency (AVE). In an industry where accuracy and precision are so highly held, there needs to be a new system developed that works to properly demonstrate the value of the work we put out every day.


As we enter another year, there are many exciting opportunities for the public relations industry. We can only expect that the industry will keep growing and changing as it has in the past.


Happy New Year from all of us at Positive Dialogue Communications! We can’t wait to see what 2019 has in store!


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