By Ellen Christie
In the winter edition of The PRofessional, Ellen discussed trends in color and feel, and skill sets. If you missed that article, you will find it at https://prpli.org/members-only/newsletter/.
Trend Watch
Staying on top of changing trends will continue to be the order of the day. That will probably require more research than checking your social media. If you work for a large-size business, it can be a pleasurable learning experience to hire and work side by side with large research companies. If, however, you’re working for smaller or local companies, setting up Google Alerts and Talkwalker Alerts for any and all the key words related to your industry can be invaluable. While you may go for days without seeing mentions that stand out to you as useful, eventually you will hit the jackpot. You may see competitors’ announcements or stories from out of your area that you recognize as something you already have and can promote, or perhaps be inspired to enhance your services.
What kinds of research should PR pros in small companies, or in-house, be utilizing? “While having subscriptions to such databases to Lexus/Nexus and Cision help, those services can be costly,” says Judy Welage, a 30-year PR pro and principal of Welage Public Relations. “The most basic thing all PR practitioners can do is stay on top of news related to their product, service and industry. Google Alerts will help identify trends in news coverage, as well as the outlets and reporters you should be targeting.”
One trend this writer has noticed is that companies of all sizes are starting to recognize the need for PR and marketing. Whereas businesses or services might have thought they could keep plugging away with, perhaps, a bit of advertising, the tide has changed. The past two refresher courses I have attended were filled with bankers, cookie bakers, hardware store owners, and a dog-walking service. So, with the savvier client base, how are PR and marketing agencies preparing for 2018? Jillian Weston of Jillian’s Circus, an online marketing agency says, “One trend you’ll see in 2018 is companies moving away from large spending on one or two marketing strategies and moving towards a more holistic, branded approach. A company needs PR, social media, a great website, SEO, and branded content in order to attract the new buyer, and companies are starting to take notice.”
Video
While advertisers have always relied on moving images for selling products, 2017 saw a rise in the use of video by small companies and solo practitioners to build engagement. The trend is likely to continue. LinkedIn and Facebook have made it easy for just about anyone to share ideas and speak their mind. Is this a tool you plan to use this year? Mitch Tobel of the Amityville-based CTG Marketing reminds us to be careful to be sure your video is valuable.
“Keep your video content consistent with your brand and be sure to transcribe and translate,” advises Tobel on his website http://www.cgtmarketingllc.com/b2b-marketing-trends-for-2018/. “In doing so, your content will be comprehended by those from different cultures and who speak other languages as well as those who are hearing impaired, and can also benefit SEO.”
Editor’s Note: Blind people watch video too, especially with audio description. https://www.cnet.com/news/how-do-you-watch-a-movie-if-you-cant-see-blind-people- answer/.
Ellen Christie, is the PR and marketing practitioner that attorneys, doctors, and nonprofit leaders rely on She can be reached at @ellenpr and christie.ellena@gmail.com.
