TFG's Laura Ray predicts some PR industry trends for 2013.
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Top 6 PR trends in 2013
News consumption on mobile platforms is growing at a rapid pace – up 17% last year alone BI Intelligence, 2012
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The growth of smartphones and tablets have boosted content consumption dramatically. In fact, by 2014, more people will search the internet from their mobile devices then desktops. On average, Americans spend 2.7 hours per day socializing on their mobile device. 91 percent of mobile internet access is to socialize compared with 79 percent on desktops. (Source: BI Intelligence is a part of Business Insider, a trade who focuses on mobile industry research.)
#1 All hail the biggest PR opportunity in 2013: mobile engagement
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Mobile marketing most cited trend for 2013 across audited sources. Mobile readers go to news sites more often, spent more time per visit, and read more articles per visit than desktop readers. Mobile readers are increasingly watching longer content, not just YouTube videos. PR needs to tailor content to meet the demand for on-the go mobile audiences through content that offers more visuals, videos and links. ��
77% of press releases get more traction when visual or multimedia content is embedded PR Newswire, 2011
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YouTube is the 2nd largest search engine in the world (various sources). Pinterest has grown by over 1,000 percent in the past 12 months (Forbes, 7/2012). Instagram went from 860,000 users to 11 million in less than one year (Business Insider, 9/2012).
#2 Visual storytelling allows companies to more deeply
#2 Visual storytelling: A picture equals a thousand words (and millions of viral hits)
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Evidence of consumer consumption of visual content is staggering: Videos are shared 12x more than links and texts combined Photos are linked 2x more than text updates 40% of tumblr posts are photos 100 million users are taking a social action on videos every week Photo and video posts on Pinterest are referring more traffic than Twitter, Stumbleupon, LinkedIn and Google+ Over 700 YouTube videos are shared every minute Visual stories are not only appealing to consumers but provide an emotional connection (one reason they are shared so universally).
In 2013, more journalists will be hired by non-media companies than media companies Content Marketing Institute, 2012
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Many of these former journalists are being hired by companies to develop their own in-house media.
#3 Content reigns King of Consumer Engagement
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Through content development, PR can help reach new audiences in new ways. And when done well it drives traffic to social media channels and websites. For example, IBM created the What is a Smarter Planet program that provides thought leadership about telecomm innovation and application across industries, reaching audiences otherwise untouched by the company.
Today, across the globe, there are:
25 million Foursquare users
45 million Instagram users
200 million LinkedIn users
500 million Twitter users
1.2 billion Facebook users
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More and more people are using LinkedIn to monitor conversations and connect with customers and influencers. Journalists will spend more time using the platform for research, identifying sources and breaking stories.
#4 Social media key to the conversation (whether you’re a part of
#4 Social media continues to drive the conversation (whether you’re a part of it or not)
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Social media is the #1 activity on the web (qualman) Case study in being transparent and responsive with audiences. When Cheerios asked Facebook followers to share memorial moments of their brand, the timing of the program coincided with the failed GMO labeling legislation in California. Consumers used Facebook and Twitter as forums to voice concerns about General Mills’ involvement in lobbying efforts against the legislation. Hundreds of responses were posted before Cheerios began to engage with its audiences, of which it had not fully engaged on the issue nor was prepared for the reaction from their audience on such a contentious issue.
Half of all Americans get news digitally; online news generates more revenue than print newspapers
Poynter, 2012
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Major news stories (American forces' raid on Osama Bin Laden, Whitney Houston's death, the Hudson River plane landing) will continue to break via social media channels such as Twitter. More and more professional journalists use Twitter to break news quickly before writing up full article. More and more print editions are turning digital; hiring online content managers And the business side is going digital too. Online news now generates more revenue than print newspapers and more and more digital channels are introducing paywalls (Buzzfeed, Mashable, The Atlantic).
#4 Social media key to the conversation (whether you’re a part of #5 Ride the Mashable wave into the social, mobile and visual future of news sourcing
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Mashable unveiled its new website redesign in Dec. with a new tagline that summarizes its stance on the future of news – the integration of social, mobile and visual. About 9 percent of the population gets it news from social channels, but the number is expected to grow. And Mashable has positioned itself at the forefront with a designed that is enabled for all mobile platforms and is designed with a very social user interface.
The potential untapped business value of social technologies is predicted at $1.3 trillion
McKinsey Global Institute, 2011
#6 Social media means (social) business
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Company leadership is beginning to see the light in social media value in helping meet business objectives. This movement will transcend marketing to become integrated across all organizational functions – PR marketing, branding, advertising and customer service, HR, IT, etc. Metrics will become increasingly import value, tracking engagement, conversion, viral factoring, etc.
The Fearey Group is Seattle’s most reputable and well-connected independent public relations agency. Specializing in public relations, public
