PR 20/20’s Top Ten Industry Changing Trends

PR 20/20’s blog post, “10 Public Relations Trends That Will Change The Industry Forever”, is a great little summary of what you should already be doing. Some of them are very basic (Value Based Pricing, Web Development), some of them are a bit harder to address (Mobile Marketing – how does one even begin to develop an initiative for this?), and some are deceptively simple (Measurement).

I focused on measurement because I’m working on an analytics presentation for the local technology collaborative.

Here’s the list:

1) Inbound Marketing

2) Content Marketing

3) Social Web

4) Search

5) Measurement

6) Web Software Solutions

7) Next Generation Leaders

Value-Based Pricing

9) Mobile

10) Website Development

I highlighted 1, 2, 3, 4, 6, 9, and 10 because the effectiveness of those efforts and their calibration will be determined by #5, Measurement. If the measurement infrastructure isn’t there, and if the time isn’t set aside to gather and analyze the data, it is 100% guaranteed that organization resources: money, and perhaps even more importantly, time, will be spent ineffectively, thus jeopardizing delivering on goals and otherwise undermining the organization’s mission. It could be argued that if you don’t have the time to establish metrics to determine the success of your projects, then you don’t have the time to even begin the engagement of your project.