The PRCA has launched the following 17 recommendations for great communications in 2017, following a review of insights and blogposts from senior PRCA members including its PR and Communications Council and Board of Management.

1. Fake news

While 2016 saw much discussion of political fake news, in future businesses will also be subject of aggressive campaigns based on misinformation. The need for intensive social media monitoring, rapid rebuttal, flexibility and empowerment of frontline communicators has never been greater.

2. Reputation and trust

Cynicism about corporations is high, and every board should consider if it is close enough to the needs of society. For challenger brands, there is a huge opportunity to displace established players by questioning their motives and actions.

3. Brand identity

Brexit and Donald Trump have illuminated profound differences in how chunks of the population view themselves and, notably, how they associate with different brands. Brands are going to have to work out how their identity deals with this new cleavage.

4. The political bifurcation of social media

Established social media brands are under pressure to police their communities more closely, and so many on the political extremes are seeking alternative platforms. This means that left and right wing social media echo chambers won’t just form around different hashtags, but in entirely different places.

5. Escapism

After periods of political upheaval, societies normally conspire to offer fresh means of escapism. People will be seeking adventure, new experiences, creativity and self-improvement. We should create campaigns that resonate with this urge.

6. Digital detox

Not only will people seek escapism, but there will be an increased shift of some away from their screens and back to base communication, creating a challenge – and potentially an opportunity – for brands.

7. Purpose at heart

Consumers want to see authentic purpose as part of any brand’s ethos. Brands that win hearts and minds this year will have purpose at the heart of what they do.

8. Live streaming

The move towards streaming content meets the demand for ‘in the moment content’, offering brands the opportunity for more immersive experiences for their audiences.

9. Augmented Reality

Following Pokémon Go, Augmented Reality holds huge potential for consumer brands with games, ads and apps helping to reinvigorate the market.

10. PR automation

Big data + machine learning + AI = an incredible opportunity for the whole PR and communications industry. Out go the laborious tasks of yesteryear, meaning that practitioners can focus on strategising.

11. Social media advertising

With the news that digital will overtake TV spend, 2016 saw Facebook, Snapchat and Instagram develop their ad platforms and this is likely to continue in 2017, despite the rise of ad blockers.

12. The premiumisation of journalism

The next generation of journalists moving into communications won’t be hired for their contacts book but for their ability to construct engrossing stories and get under the skin of issues. The best writers and documentary makers, with proven track records of building social communities, will be fought over.

13. Consolidation and co-operation

Clients are looking for consolidation of their marketing and communications spend across the board. Agencies need to be responsive to this need whilst simultaneously not damaging their business, creativity and licence to operate.

14. Overseas budgets will go further

When Article 50 is triggered, the pound will inevitably take a hit. A weaker pound means that budgets from overseas companies will go further than before, so we may see greater investment from international businesses.

15. Filling the skills gap

Recruitment will be a key issue again in 2017 as the industry maintains its growth. The need to constantly train and develop our skills base will be a key focus, and will help to set consultancies apart from each other.

16. Work/life balance

It would benefit our industry if comms professionals are given opportunities to explore an interest outside of work. We should also encourage talent to get into a fresh headspace via flexible working.

17. Diversity more relevant than ever

In 2016 we saw clients announce they would only work with agencies that have a diversity plan. This should be a wake-up call to all of us to improve diversity of talent.

About PRCA

Who we are: Founded in 1969, the Public Relations and Communications Association (PRCA) is a UK-based PR and communications membership body, operating in 48 countries around the world. We represent in excess of 20,000 people across the whole range of the PR and communications industry. The PRCA promotes all aspects of public relations and communications work, helping teams and individuals maximise the value they deliver to clients and organisations.

What we do: The Association exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice and creating networking opportunities.

How we do it and make a difference: All PRCA members are bound by a professional charter and codes of conduct, and benefit from exceptional training. The Association also works for the greater benefit of the industry, sharing best practice and lobbying on the industry’s behalf e.g. fighting the NLA’s digital licence.

ICCO is pleased to announce that it has launched new OnDemand online courses within its training programme as part of its commitment to raising industry standards worldwide.

Delegates will now be able to select from over 30 recorded training sessions covering a range of disciplines and have the flexibility to learn at a time and place of their convenience.

The new initiative is part of ICCO’s drive to be at the forefront of improving talent and skills across the global PR and communications industry, aimed at reaching everyone from those starting out in their careers to seasoned practitioners.

Masha Palos, Talent and Professional Development Director at ICCO and PRCA said: “ICCO’s new OnDemand training is key to developing and supporting our growing and ever changing industry. It is important that individuals have control over their learning and are able to manage this in their own time at their own pace. With OnDemand training, ICCO members worldwide can now take advantage of training from industry leaders and apply it at any stage of their career.”

ICCO has also recently launched a new qualification, the ‘Global Diploma in PR and Communications’, which is the first of its kind and draws on worldwide knowledge and expertise to strengthen ethics within the industry. The qualification is based on a points system using live or OnDemand courses developed with PRCA UK.

All ICCO training is discounted by 20% throughout January 2017. For more information please visit http://www.iccopr.com/services/online-training/ or email training@iccopr.com.

Blog post by Elise Mitchell, CEO/Mitchell, CEO/Dentsu Aegis Public Relations Network, Vice President, ICCO

May you live in interesting times. I’ve never been sure if that’s a blessing or a curse. But the year we’ve just had certainly fits the description.

What a year – 2016 brought so much unexpected change: Brexit, Trump, the refugee crisis, Istanbul, Zika, Rio, David Bowie, Wells Fargo, Harambe. On top of that, it was also the hottest year on record.

While it’s not always welcome, change is something public relations professionals are very good at managing. Leading through change is an executive-level capability that requires a strategic mind, strong business acumen, adaptability, composure and guts. Now more than ever, clients need this, and need us.

The question is how prepared are we to lead effectively in these changing times?

No matter how much/little change management expertise you have, you must continue expanding your capabilities in this critical area. The amount and type of change in the world is only speeding up, thanks to technology, social and political upheaval, and shifting demographics. We must push ourselves to stay one step ahead of change. Only then will we be prepared to step in — and step up — to lead in the most interesting times.

Looking through the turn

I ride a motorcycle, and that experience has taught me so much about being nimble and adaptive to change. One of the most critical lessons I learned years ago as a beginning rider is how to “look through the turn,” which works like this: As you approach a turn, you must look where you want to go rather than focusing on all the potential hazards within the turn itself. The difficulty comes in keeping your eyes focused on where you want to end up while using your instincts and experience to adjust within the turn — all at a moment’s notice.

“Looking through the turn” is a powerful metaphor for business and life, and it has become my mantra. It’s also the inspiration for my new book, Leading Through the Turn, a leadership handbook that shares dozens of lessons I’ve learned during the past 20 years while building Mitchell Communications Group from scratch. I’d like to share three of those lessons that helped me learn how to lead more effectively through change.

1. Expect the unexpected — This seems so obvious, and yet we seldom do it. When we’re in the middle of a project, we’re focused on what’s in front of us or on the plans we’re making for the future. We’re thinking about the destination and how to get there. Then the road shifts beneath our wheels. We need to get better at anticipating change and being prepared to respond when it happens – especially in how we help our agencies evolve.

This takes effort – and time. Work with your team to regularly ask “what if” questions that help you spot potential change sooner rather than later. What if our clients’ needs fundamentally change and they no longer want what we offer? What if there is a change in one of our client’s top leadership that directly impacts us? What if a new technology disrupts the way we or they are doing business?

By asking the right questions and looking ahead more frequently, we’ll become better and expecting the unexpected.

2. Create a “culture of try” – To deal with change, you must be an agile leader, on the one hand staying very close to what is happening around you with your employees and clients; on the other hand stepping back to see the bigger picture.

But as a leader, it’s your job to think about what’s possible, not what is. That means empowering your team to come up with new solutions and not be afraid to try new things.

You must create “a culture of try.” Trust me, your team and your clients want you to try new things. Employees are empowered by a “let’s do it” mentality. And clients want to know you can take them places they’ve never been and can’t get to on their own.

Leaders need to create a greenhouse environment that encourages teams to try new things and see what works without fear of punishment or embarrassment if it fails. Ultimately, you want a culture that’s not afraid to fail—it’s afraid not to try. This is part attitude, of course, but it’s also part practice. You must set the tone by being a role model for taking smart risk and inspiring your people to try new things.

3. Enjoy the ride – When we ride, my husband and I will occasionally pull our motorcycles over, put the kickstand down and just drink in how beautiful it is. This always makes the journey more enjoyable and memorable.

No matter what changes come your way, you need to have a journey mindset, willing to deal with uncertainty, staying fully present in the moment and enjoying the ride along the way.  When you do, you have a much better chance of setting aside your frustrations and fears, and channeling your efforts towards finding solutions.  

This also goes for how you live and lead on a daily basis. How often are you pausing to celebrate success at work? Saying thank you to others? Letting those in your personal life know how much you value them?

Take a good look around and appreciate where you are right now. You must make time to live in the moment, because it will be gone before you know it. Embracing the journey is key to enjoying the ride.

Whether it’s challenge or change, we have much to look forward to in 2017. I hope to lead at my best this year – how about you? Let’s help each other through ICCO and our own country PR associations. I look forward to staying connected with you this year.

Elise has just written a new leadership book, released this month by McGraw Hill: “Leading Through the Turn”

Find Elise at www.elisemitchell.com and follow Elise on Twitter: @elisemitch LinkedIn and Facebook