Near the end of December, PRSA posted a first-rate summary of predicted public relations trends for 2011. The article highlights an increased need for reputation management, the rise of new media analytics and statistics, location based apps, customer relationship management, and the continued convergence of marketing, advertising, and PR disciplines. With all that’s new and changing, it’s an exciting time to be a communications professional.
It’s nice to know there are some things that haven’t changed. The article reports that print media is still holding its own in niche markets. The ability to write well and tell a good story is still important, probably more than ever before, because there are so many mediums competing for audience attention. And there is still no substitute for good-old-fashioned, face-to-face communication. The article briefly notes the need to train leaders to communicate effectively, and warns against human tendency to hide behind email and new technologies when tough situations call for IRL (In Real Life) communication.