{"id":96842,"date":"2016-12-30T00:00:00","date_gmt":"2016-12-30T00:00:00","guid":{"rendered":"https:\/\/www.72point.com\/2017-must-be-the-year-the-professionals-take-back-control\/"},"modified":"2025-11-07T11:13:34","modified_gmt":"2025-11-07T11:13:34","slug":"2017-must-be-the-year-the-professionals-take-back-control","status":"publish","type":"post","link":"https:\/\/www.72point.com\/us\/2017-must-be-the-year-the-professionals-take-back-control\/","title":{"rendered":"2017 must be the year the professionals take back control"},"content":{"rendered":"

[vc_row][vc_column width=”1\/2″][az_single_image image=”38554″][\/vc_column][vc_column width=”1\/2″][vc_column_text]There\u2019s a proverb in Romani culture that goes \u201ca dog with two masters will die from hunger\u201d, implying that you shouldn’t divide your loyalty because each master will assume the other has taken care of you. The philosophy of moral determinism \u2013 also notably satirized by Jean Buridan and, erm Amy Farrah Fowler from the Big Bang Theory \u2013 is particularly poignant as the PR industry reaches a crucial crossroads in 2017, where it must decide how to properly balance its commercial considerations with a\u00a0responsibility to media publications and its consumers.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=”20px”][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

Last year as part of our annual white paper<\/a> we noted the merger of several digital disciplines coming together under an umbrella leveraged by the creation and distribution of content. Our take on the year ahead was that traditional PR disciplines are no longer confined to the PR industry, with SEO practitioners dabbling in content to satisfy Google\u2019s demands and marketers making the shift in response to consumer disdain for display placements.<\/p><\/blockquote>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=”20px”][vc_column_text]What we didn\u2019t initially foresee was how the input of marketing and SEO industries would impact the sort of content being produced. Marketers, for example, are slaves to the brand and very much tied to its messaging. SEO professionals are ultimately looking for tangible search results. But we PR professionals have to satisfy two masters, and as the industry starts to swell we must capitalise on the opportunity to take back control.<\/p>\n

As an agency, 72Point is in a unique position in that we\u2019re sat between PR agencies and the media. Our parent group, the UK\u2019s largest independent news agency<\/a>, is a shout away at any point and are there to lend us their insight into what is working at any given time, which is advice we dispense to all our clients as well as at Creative Therapy Sessions, which we rolled out across the country this year. We don\u2019t embargo, we don\u2019t distribute our news content in press release format, we don\u2019t include brand mentions in the opening paragraph and we stick to the best stories, and that\u2019s why we landed 100 per cent of our projects in back-to-back months in the close of 2016; We make it as easy for the media to lift our content as possible.<\/p>\n

[\/vc_column_text][vc_empty_space height=”20px”][vc_empty_space height=”20px”][vc_empty_space height=”20px”][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

Publications will adapt at pace<\/h4>\n

Despite much change in the mainstream media market the forecasters are all starting to paint the same story; print revenue is in decline, digital revenue is yet to be fully realised. This year the pace of change is set to shift a gear, with editorial teams likely to shrink and commercial departments expand in scale and remit, often with conflicting implications for the PR industry. Soon, many media publications will be viewed more as partners than a separate entity.<\/p>\n

Meaningful measurements<\/h4>\n

The PR industry is suffering from a serious numbers addiction. It uses\u00a0estimated coverage views that bare little relevance to the social interactions and absurd projections based on simplistic mathematical sums. At some point, we\u2019ll get found out and there will be a shift to more meaningful measurements which will result in targeted distribution on relevant publications and, crucially, better quality, shareable content.<\/p>\n

Google will shift its indicators<\/h4>\n

In the same way brands will demand more human interactions over meaningless numbers, Google is about to shift from \u201cexogenous\u201d’ to \u201cendogenous\u201d signals to incorporate more genuine quality signals. The end may be in sight for link-building practices, which are currently a key indicator of trust, but a rather shallow one. Google\u2019s algorithms in the future are more likely to incorporate the time people spend on the page and the way they interact with content.<\/p>\n

From visual to interactive<\/h4>\n

Publishers want people to stick, brands want people to share, and both parties want content that works across channels. That\u2019s why 2017 will be the year of the interactive. Quizes, graphic puzzles, even the old \u201cspot the ball\u201d type competitions will have their day in the sun again as we fight to keep consumers engaged.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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.<\/p>\n","protected":false},"author":4,"featured_media":38544,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[269,277,278,299,307,369],"tags":[],"class_list":["post-96842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-insight","category-featured","category-pr","category-digital","category-marketing","category-visual-content"],"yoast_head":"\n2017 must be the year the professionals take back control - 72Point.<\/title>\n<meta name=\"description\" content=\"PR industry reaches a crucial crossroads in 2017, it must decide how to balance its commercial considerations with a responsibility to media and consumers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.72point.com\/en\/2017-must-be-the-year-the-professionals-take-back-control\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2017 must be the year the professionals take back control - 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