Experts share their PR predictions for 2018

With the New Year now in full swing, we asked a handful of experts to share their PR predictions for 2018. Common themes that emerged included automation, artificial intelligence and the lethal combination of art and science.

Here’s what Ali Maynard, Stephen Waddington, Jonathan Bean and Laura Richards had to say:

“Podcasts Will Be HUGE”
-Ali Maynard, Business Director at Manifest London

“My trend prediction for 2018 in PR is the podcast takeover. Whilst not specifically new as a format, they are a fairly untapped resource within the communications industry and this is all about to change.”

“Artificial intelligence will be normalised”
-Stephen Waddington, Chief Engagement Officer at Ketchum

“Artificial intelligence was the shiny new thing in public relations in 2017. But we’re starting to feel the impact of machines in at least three areas: content production, content distribution and publication, and workflow.”

“Art & Science Will Need To Combine”
-Jonathan Bean, Chief Marketing Officer at Mynewsdesk

“A deadly combination of art and science will be the successful recipe for communicators in 2018 and beyond.

The PR industry’s dirty little secret is that much of its historic business model has not been based on amazing creative concepts but instead on charging for menial tasks like writing press releases and media relations. With automation systems seeping into almost every industry, the PR and communications industry will need to find and leverage the opportunities here.”