Digital and the PR Industry - thoughts for the coming year

On Thursday evening I attended the Bristol launch of the PRCA Digital PR and Communications report

An interesting look at the current digital trends and the likelihood of new trends for 2018.

What was clear was PR agencies need to keep on top of digital trends and be able to offer digital content as part of the overall PR mix.

I maintain that my background in strategy and "traditional" PR is helpful as it provides the skills to oversee a whole campaign from all angles. Bringing in young digital talent to my agency has been a priority for the past 6 months and has been the right thing to do.

"Agencies have seen a general rise in their usage as content-creators this year. The purchasing of video-based content has risen by 10% to 13%. The purchasing of image-based content has risen by 5% to 11%; and the use of text-based content has risen by 7% to 11%.

The other leading services clients purchase from PR and communications agencies are social influencer outreach (13%), and paid social media activity (13%)."

One of the surprising stats from the report was the apparent decline in Instagram usage - I know the PRCA will look into this as in the room on Thursday night most of us disagreed with that stat. The announcement of potential  alterations (again!) to Facebook for businesses might alter this hugely in the next 6 months. I'm looking forward to seeing the 2018 results already!

My social media tips remain the same: Decide why you want to use social and use the channels that will reach your customers strategically. You don't need to be everything to everyone.....