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PR Trends in 2012

Julie Walsh

The days left in 2011 are fleeting, which leaves many thinking about auld lang syne and the year ahead. This is a particularly special time for the world of public relations, as it is no secret that we love trends and prediction stories. So, what’s next for the world of PR? Here is what some of the Walker Sands PR professionals think will be big in 2012:

Journalists will increasingly turn to social media, particularly Twitter, to research stories and even look for sources. The result is that company representatives and spokespeople need to be accessible through these channels, or at least provide alternate contact info on Twitter bios, LinkedIn profiles, etc. “-Andrew Cross, Media Relations Specialist

More publications will shift further to the Forbes ‘contributor’ model. I’m thinking Fast Company will highlight their expert section more and Inc. and Entrepreneur will shift further. We might see more reader contributions on and as well.”-Will Kruisbrink, Account Executive

The death of traditional press releases. I’m hoping we no longer see ‘a leading provider of ___ solutions’ followed by jargon that means nothing, and more straightforward, conversational content that actually gets the point across. Also, I think services like HARO are going to become more utilized by reporters. I’ve heard of reporters starting their own version of HARO and I wouldn’t be surprised if that continues. Since there are so many less reporters trying to cover the same amount of stuff, they have to turn to tools like that for sources.”- Jackie Lampugnano, Senior Account Executive

The PR industry will experience a paradigm shift with C-Suite executives in 2012. With business schools like Dartmouth’s Tuck School of Business and others incorporating public relations classes into their MBA core curriculum and PRSA’s series of webinars on the Barcelona Principles of measurement, the PR industry will make major strides in demonstrating its value in 2012.”- Julie Walsh, Account Executive

“Death of the Infographic: Rise of Infographic 2.0 – Infographics have saturated electronic media and a backlash against their use is forming. If it hasn’t happened already the use of infographics as we think of them now will jump the shark and you’ll begin seeing resistance to publishers wanting them. Yet, the core concept is solid and simplifying complex information isn’t going away anytime soon. You’re already seeing the seeds of more interactive infographics that move and twist based on what you do with them. These will only become more popular as infographic fatigue sets in and technology allows the proliferation of these more advanced data presentations.”- Mike Santoro, President

I wish you all a happy holiday and many successes in 2012.

*Note: A visual representation of 2012 was not included in this post because they were all "doomsday scenarios." I think we can be more uplifting than that.