While PR budgets are expected to remain flat, brands need to bolster their offerings
This piece says that senior-level content specialists can help brands effectively understand the nuances of social content vs traditional content and create original content. Brands should also invest in both video and audio production because of the substantial interest the audience has in the twin mediums.
Brand-side PR managers should also consider investing in data analysts to build credibility with the C-suite level of managers. By strengthening data mining and analytical skills, brands can easily measure, track and analyse their data for better campaigns.
PR managers should further focus on investing in the professional development of their employees to train them on new skill sets and make them efficient. The author contends allowing team members to grow professionally will enable brands to keep up with the latest trends.
[3 minute read]