Crystal Ball Time

by Roger Pynn

This is the time of year when people in our business look through their crystal ball (or the one on their client’s desk) to see what’s ahead for the coming year … not only because our friends in the media love “crystal ball stories” about the year ahead, but because it is time to finalize plans.

Journalists look to public relations people every year for interviews with executives on the economy, local and national issues, hiring projections and the like.  Predictions are simply good fodder for news people.

But far more important are the plans we put in place to help clients communicate.  Strategies are useless without timelines, budgets and tactical requirements.  Our teams are busy reviewing those elements right now for and with our clients.

At the same time, they are scanning the environment to see if there are things our clients can see on the horizon.  And it strikes me that there are things on the horizon that we in public relations and marketing communications must be aware of and that our clients and employers will have to be mindful of:

  1. Targeted communications will take on new meaning as even the most senior executive has to adapt to the power of personal digital technology … seniority will no longer be an excuse for failure to participate in the world of social media.  All of us have to pay attention to the conversations that involve us.
  2. Being a good place to work will be essential to employee retention … as the economy continues to improve and workers see opportunity, your reputation as an employer who offers unique opportunity will set you apart and make it more likely they will realize the grass is already greener right where they are.
  3. Positive messages are always the most powerful … and on the heels of a brutal political season, we’d all be well-advised to find ways to make people feel good about the world we live in if we want them to do business with us.

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