2013 is drawing to a close. And we know how busy people are with Christmas shopping, holiday parties and other seasonal celebrations. So we thought we’d keep it short and sweet and focus on one trend and one fear we have for 2014.
But first, I talk about PR Baton, a new initiative created by Dana Hughens, where PR people take part in a virtual relay on Instagram to visually showcase a day in the life of an industry pro. I was carrying the baton the day we recorded; here’s the photo I did to commemorate this episode.
Now onto the show.
Agencies need to evolve or they will disappear. She references a study saying CMOs are unhappy with the roles ad and PR folks play in driving results for their organization because most agencies haven’t integrated digital with traditional and aren’t accountable for results.
Not being able to integrate the four media types – paid, earned, shared and owned – in a strategic way. PR especially needs to focus on learning about paid.
It’s going to be a year of big getting bigger; not necessarily for everyone’s betterment, but because there’s so much momentum in that direction. However, with that he sees an opportunity for independents who put their focus on innovation.
PR is going to become even more commoditized than it already is.
I harken back to 1999 and invoke another C word (and not content, communications or connection) – convergence. Next year is going to require a convergence of transmedia storytelling skills and agencies will have to take risks to find and build the right team.
I reference a recent blog post that says while social media is fast, relationships and trust still take time. That’s something I hope we don’t forget.
What trends and fears to you have for 2014? We’d love to hear from you.
We’d love to hear your thoughts.
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