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Lili Le is a featured contributor to The Definitive Guide to Public Relations in a Shifting Media Landscape.

Here's the complete contribution:

In the next three to five years, content strategy will become the big thing as social media becomes a norm in society. However, people do not simply want content. They will expect social-caused and cultural related content.

Facebook and Linkedin will have the same role as company’s website as they are the first things that people usually encounter. In addition, PR practitioners will hear more conversations about ethics, especially honesty and advocacy. Brand trust will associate more with communication channels.

As a matter of fact, traditional press and word of mouth will be more effective than digital channels. In term of technology's effects on PR, I believe that PR practitioners will have to work triple the speed and globally. As a result, crisis will be more difficult to manage.

I see the human factor as the biggest indicators to future PR systems. No matter what, PR is still a social science field which put the people at the center. However, there are three other trends I can cite as indicators for my prediction on the future of PR systems:

  • Analysis matters — No matter it is market, situation or data analysis, PR practitioners will be required to be familiar with analysis and related tools.
  • Be cultural sensible — This is not limited to geographical locations, races or religions, but also includes ideas, ideology, causes, and so on.
  • Build interpersonal relationships — With the support of technology, it is easier to reach people. However, at the end of the day, the relationship is the crucial element that determines our success.

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