Five PR Trends for 2017

Wonder what 2017 holds for the B2B PR Industry? As a Knoxville PR Agency, we at Ripley PR identified five key trends that will set the tone for the New Year. They are:

Convergence of disciplines

One thing that we see more and more of within the industry is that clients are looking for a communication partner. Whether it involves media relations, marketing communication or advertising planning, the lines between traditional PR and marketing disciplines are blurring. Clients need communication professionals with a broad skill set to manage all their communication needs, whether it’s paid, earned or owned media.

ripley-pr-trendsData, data, data

Technology makes it easier to collect data on pretty much any work day process. The focus for PR professionals is to determine the key success metric for your client, use that as the driver for PR tactics and the measurement of your client’s success. In the end, you are only successful if your client is successful. Data will become even more important in times to come.

Visual story-telling

Research shows that when people hear information, they’re likely to only remember 10% of that information. However, if the same information is paired with a relevant image, studies show that people retained 65% of the information. No wonder content with relevant images gets 94% more views than content without relevant images. With the convergence of marketing disciplines, visual story-telling will be an ongoing trend for 2017.

Real-time communication

We are used to reading news in real-time. PR professionals don’t have the luxury to respond to media requests in a leisurely fashion. One tweet can turn into a PR crisis and PR professionals need to be ready to react to any situation as it happens. This rings true not only with crisis communication but also things like company events and reacting to relevant industry news.


More and more companies seem to realize the impact of good to great PR on their recruitment efforts. Job seekers doing research about companies have the opportunity to learn more about a company’s culture, its expertise and achievements through third-party news sources and social media platforms. PR professionals can help businesses to position themselves as an ideal workplace for top job seekers to grow their careers.

If you are looking to partner with a Knoxville PR agency to help you grow your business in 2017, contact Ripley PR today. We have a team of public relations professionals with years of experience in multiple industries and markets to help you succeed.

Celeste Vlok, Senior Brand Manager

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