Nine Keywords for the PR Industry in 2016

On the "PR Newswire Summit 2015", five senior figures, from different fields, shared their vision for the 2016 public relations marketing trends in form of Keywords. This article includes nine of representative keywords, and the changes that these trends will have on PR marketing professionals. These keywords are: relevance, socialized 2B, secularized 2C, clear positioning, cross-border, media 'BAT', international, business center, rational insight and emotive expression.

Keyword 1: Relevance

'B2B industry is a ever changing industry; we must continue to break up boundaries, try new things while always taking into consideration the basic point of departure. Therefore, the creation and recognition of relevance, builds up the most important value which linked to customer's emotion and benefits, will play a pivotal role on communications' said Li Guowei, GE Greater China brand and communications director.

Review: Define your target users, their concerns and points of force. The primary preposition is to enhance relevance. However, many people in the PR sector only focus on the creation of content, while ignoring the relevance of that content and target audience.

Keyword 2: Socialized 2B

or B2B enterprises, there're not too many successful SNS cases in the market. However, if 2B enterprises can learn from online businesses, I believe they will have benchmark cases in the near future.

Review: whether you are a B2C or B2B, you cannot ignore the impact of social media on users. In addition, every B2B enterprise has its own story. Why not just telling your own story? That's the real responsibility of corporate communication.

Keyword 3: Secularized 2C

For B2C, the elasticity and secularization are going to be more intensified. There have been a lot of excellent promotion cases this year.

Review: This is an era of technological changes. Interactive video/HTML5 and many other up to date technologies are emerging. As for people in PR, they must keep the criteria and responsibility of the PR industry as their prerogative.

Keyword 4: Clear Positioning

PR lies on a strategic level; we need to carefully plan both what we express and whom we get in contact with. Enterprises doing brand communication should clearly know their brand’s position. Only by doing this, they can define their communication targets.

Keyword 5: Cross-border

We explored an efficient way through the cooperation with GE, the end of 2B is 2C, if you are planning to cross 2B to get to 2C, that's a kind of cross-border. However, the preposition to realize this goal is to use the philosophy of 2C’s business, as reported by Chinese enterprises communications director Gao Chao.

Keyword 6: Media 'BAT'

Review: In recent years, 'BAT', in order to keep its monopoly status, frequently carried out layout media industry. Alibaba has not limited itself purchasing Youku and Tudou, but it also officially confirmed the acquisition of 'South China Morning Post'. Jack Ma strategy is likely to see the creation of a media empire, following the example of media tycoon Rupert Murdoch.

Keyword 7: International

More and more enterprises are expanding to emerging markets, speeding up the international cross-border process while strengthening the corporate image. In China, many enterprises are already announcing news globally through PR Newswire, in order to raise overseas awareness and media exposure.

Keyword 8: Entrepreneurial Spirit

The so-called entrepreneurial spirit lies in an open-mind and positive attitude, channeling its ideas into concrete actions and constantly taking up challenges.

Keyword 9: Rational insight, emotive expression

Content can be related to three dimensions: big idea or core information; Storytelling; and keeping pace with times.

The best communication is not just considering enterprises, but each content should related to the industry or to business users’ perspective, with carefully influences content. in this way, the content will be more attractive.

When creating the content, PR professionals must ensure the authenticity and credibility of the material used; this is what we call 'rational insight'.