1. Global brands will shift more dollars to local strategies.
As multinational companies continue expanding across country and cultural boundaries, they will focus more resources on making meaningful connections with local audiences. Brands will strive to make their promises and PR strategies look and feel closer to home through content that has a distinct local tone, style, dialect, and flair.
2. Standard metrics will drive new measurement models.
The industry will finally roll out a set of standard metrics that helps position public relations as more outcomes-driven. We'll have a golden opportunity to create fresh conversations around measurement that will result in customized dashboards and key performance indicators directly tied to a myriad of business goals.
3. Expect more mobile “moments of truth.”
The spectacular rise of smartphones and tablets will continue to drive the demand for content on the go. PR pros will find themselves leading multi-channel, multi-device initiatives focused on driving the path to purchase and brand engagement. Increasingly, it will be a video that does the trick or click. And expect to see more second-screen strategies as well.
4. Stepped up recruiting of non-traditional hires.
More new hires will come from non-traditional backgrounds -- and not just in digital and social media, but also in: strategic planning, change management, branding, research, project management, business consulting, design, video, and web development. Alternative titles, creative compensation, and flexplace work initiatives will become more common. And companies that can effectively integrate and manage remote-based employees will be more successful attracting and retaining top talent.
5. Public relations will play a bigger role in leading integrated communications solutions.
2013 will see more major brand campaigns led by PR. Marketers will continue to look for more effective ways to solve business problems across the enterprise, and they're gravitating to the greater engagement and higher ROI public relations can provide. While PR pros are often excellent collaborators, the challenge will come in getting our creative counterparts in other disciplines to “play well with others” when they're not in the driver's seat.