The communications business has gone through dramatic changes in the last decade — and we expect 2018 to be just as transformational.
At Tucker/Hall, we believe in embracing these changes so we can help our clients communicate better — and ultimately achieve their business objectives. Here’s what we expect to see in the upcoming year, and how your business can prepare:
Lack of trust in media. Consumers do not have the same level of trust in traditional media as they did in the past. Still, these traditional media outlets have a tremendously large reach. Many news consumers are now checking multiple outlets instead of just one or two — so they can understand an issue from different perspectives. This should be top of mind during any media outreach.
Blurred lines between paid and earned media. Because most consumers have become immune to traditional ads, many marketing firms are creating advertisements that mimic editorial content. These ads can be effective, but they must be done well — and in concert with other communications.
Building relationships with influencers. Today, social media and influencer marketing have become hugely popular. Often, the difference between sponsored and organic content is so subtle that consumers can’t tell them apart. While many social media influencers are paid to promote products, you should still try to build genuine and lasting relationships with these influencers.
Personal branding will take off beyond. In recent years, thought leadership has become increasingly important as a content marketing tool. Traditionally, the CEO or other executive leaders would represent the company as a thought leader. However, in 2018 we expect to see more lower level employees get into this type of content marketing.
Only time will tell exactly how 2018 will play out. However, the most important thing to remember when developing your communications strategies for the next year is to be flexible and excited about all the change that’s happening.
For more information on Tucker/Hall’s innovative approach to public relations and digital marketing, contact us.