Jack Granard looks ahead to the trends you need to monitor in 2018. See the first of this two-part feature on the digital media predictions of 2017 that you should have followed here. 2017 oversaw the continued evolution of what it is to be a PR professional, as it became more influenced by digital elements, ...
The PR industry reaches a crucial crossroads in 2017, where it must decide how to properly balance its commercial considerations with a responsibility to media publications and its consumers.
Securing ‘follow’ links on media publications is the latest KPI for the PR industry to grapple with. As if we didn’t already have enough on our plate, right? But don’t despair, link building is a perfectly legitimate process that has been tainted by bad practice, and if you can do it properly, you can justify a whole lot more PR spend.
I love Tim Peake. He’s the best thing to happen to space since Buzz Lightyear. In fact, I had originally planned to write this blog about why Tim Peake was the coolest person in the history of people but then I realised that whilst it was obviously true, that title might not wash with everyone. So after a quick rethink I decided to go down a different route: Tim Peake - Master of content
SEO, PR, digital advertising, content marketing; they all seem to be doing the same thing nowadays. As Google demands better quality content, online media consumers get turned off by display and brands look to engage rather than convert there has been an amalgamation of digital disciplines leveraged on the basic principles of creating and distributing content.
There are two types of branded content in this World; Paid and Earned. Earned media refers to the process of garnering publicity through media, blogger and influencer relations. Out of necessity it has high quality content at its heart, and has somewhat short-sightedly become the de facto model used by PR professionals because of that. But contrary to belief, PR is not synonymous with earned media.