What’s ahead in 2018? We asked our team to share what PR, digital and marketing communications strategies they’re seeing continue, change or increase in the coming year.
5. 5
“The most recent Global Communications Report
from the USC Annenberg Center for Public Relations
affirms that the shift toward paid, shared and owned
media in the communication mix will continue to
grow as editorial outlets face diminishing readership,
advertising and staff. Leveraging the following and
credibility of paid influencers to communicate brand
messages, review and recommend products, and
endorse services also will continue to gain
momentum. It’s going to become increasingly
important to implement a mix of paid, earned,
shared and owned (PESO) media strategies to reach
target audiences and drive them to action.”
-Kelly Janhunen
VP, Partner
7. “Live streaming will continue to play out
in a big way. We all watch live-streaming
video on Twitter, Facebook Live, and
through Instagram and Snapchat stories,
and we’ll continue to stay enraptured
with in-the-moment video content. Live
streaming video will undoubtedly see
even more improvements in 2018,
especially when it comes to video
quality.”
-Emma Garten
Sr. Account Executive
9. “Social media is constantly changing, but the
biggest shift right now is that all social channels
are taking more of a video-first approach to
their platforms. As a result, one of the most
important strategies for the future of content
marketing is video. In 2018, we will see more
companies promote highly engaging video
content to tell their brand story in a way that
connects with their audience on a more personal
level—if picture is worth a thousand words, a
video is worth a million.”
-Miranda King
Digital Media Strategist
11. “Colorado’s oil and natural gas industry is booming -- rig counts are up 62 percent. But growth is
sparking conflict, as housing construction and energy development collide at an accelerating pace.
Communities are wrestling with how to balance local control of land use with the state’s pre-
eminence in energy regulations. Energy companies that communicate and collaborate effectively with
host communities are more likely to thrive.”
-Paul Raab
Managing Partner
13. “We’re already seeing a rise of micro-influencers, trusted
industry “experts” with small yet engaged followings, but
expect to see them used even more in 2018. Consumers
today want to see genuine posts from real people, and
brands want to engage with their respective target
audience. By partnering with micro-influencers, brands will
have the opportunity to connect with consumers in a more
authentic and cost-effective way.”
– Dani Row
Account Executive
15. 15
“With customers demanding increased speed and
convenience, technology will continue to impact
all aspects of the fast-casual dining experience –
ordering, paying, pickup and delivery. From self-
order kiosks, contactless payments, payment-
enabled apps and online ordering, restaurant
technology and automation will dominate fast-
casual in 2018. To capitalize on this trend,
brands should tout mobile ordering offers, sync
with mobile through marketing campaigns, and
leverage in-restaurant technology advancements
to drive news.”
– Libby Pinkerton
Account Executive
17. “While more employees work remotely or across various offices,
companies are trying to increase engagement and forge
connections via technology, flexibility and other perks. But
companies may also want to focus on creating defining
“moments” or experiences to engage their employees. In 2018,
more leaders and companies will take the time to create
positive and memorable experiences – from onboarding to
recognition to communication touch points – to better engage
their teams. This also fits with younger generations that seek
and appreciate meaningful experiences.”
- Kelly Womer
SVP, Partner
19. “As Generation Z is beginning to enter the
workforce, businesses need to evolve their
offerings to attract this new talent. According
to a survey conducted by Cite Research on
behalf of our client Graebel Companies, 81
percent of U.S. college seniors want to work
abroad and 75 percent are more likely to
accept a job offer from a company with work-
abroad options. In order for global businesses
to improve their long-term success and
attract the up and coming talent, they should
consider offering and communicating entry-
level, work-abroad opportunities.”
– Shannon Hughes
Account Associate
20. Being a Good Corporate Citizen
Continues to Be Good Business
9
21. “As corporate social responsibility (CSR) has evolved, it’s gone from a nice to-do to a
strategic must-do for many brands and companies. This focus on CSR will grow as
millennials continue to become a greater percentage of the consumer base. Expect to
see CSR play a larger role in PR and marketing initiatives and messaging in the coming
year as brands focus in on reaching millennials and vie for their dollars and loyalty.”
– Jenn Tillis
Account Director
23. “As newsrooms continue to shrink and editors
increasingly look to freelancers for content, we’re
seeing influencers—especially health and nutrition
experts—gain more of a foothold in traditional
media outlets. These experts, many of whom are
Registered Dietitians, are moving beyond their
own websites and social media channels, and
reaching broad consumer audiences by frequently
contributing content to outlets, as well as serving
as paid influencers. From a PR perspective, this
dynamic greatly increases the value of educating
and partnering with RDs and other health experts,
as they often include relevant messages—and in
some cases, even product mentions—in their
articles.”
-Jake Kubie
Sr. Account Executive
25. “As companies and brands continue to
look for innovative and creative ways
to reach customers, one key attribute
continues to stand out above the rest.
Is it authentic? Did it come from a
good place? Are they being real?
Brands that truly achieve authenticity
with customers aren’t saying they are
authentic, they are being their real
self consistently in all messages and
across all platforms. As we move into
the new year, we’ll continue to see
brands rise and fall, but regardless
the direction, brands with real
and authentic messages will continue
to positively stand out.”
– Kelly Nash
Account Executive
