4種影響公關部門的趨勢

4 trends affecting PR departments

Source : PR Daily By Cassie Boorn | Posted: October 23, 2012

PR and marketing departments have faced a number of significant changes in recent years.
公關和市場營銷部門在近幾年已經遇到了一些顯著的變化。

Bloggers have shaken up the media landscape; consumer skepticism has driven brands to be more innovative; and social media has forced companies to reach a new level of transparency. 

 

博客已經動搖了媒體的前景， 消費者的懷疑態度趨使帶動品牌，以更多的創新、社交媒體迫使企業達到一個新的透明水平。

Over the past few months, several more trends have led to major shifts in the role of the PR professional, among them :

在過去幾個月，幾個趨勢導致公關專業人士的角色發生重大變化的作用，其中包括：

1. The Internet is killing the “expert.” 

1，互聯網殺死 “專家” 

Leveraging “experts” has always been a proven way to garner earned media coverage for clients. Experts are trusted resources that can organically land media placements while seamlessly plugging brands into the segment. Now that anyone with an Internet connection can share their expertise with the world, the once “trusted expert” is becoming harder to find. 

充分運用“專家”的力量，一直是個為客戶爭取獲得媒體的報導行之有效的方法。專家們所提供的資訊值得信賴是媒體投放的有機資源無縫地接軌置入該品牌。現在，任何人都可以與互聯網連接與世界分享他們的專業知識，“值得信賴的專家”已越來越難找到。

Consumers are realizing that anyone can declare himself or herself an expert, making it more challenging to prove someone’s credibility. In fact, some experts are beginning to question their own credibility, proving that we’re all just learning as we go. Luckily, the lessons are the most interesting part. 

消費者已經意識到，任何人都可以宣稱自己是專家，使其證明一個人的信譽更具挑戰性。事實上，有些專家開始懷疑自己的信譽，證明我們都需透過學習前往聖境。幸運的是，經歷是最有趣的部分。

2. Freelancers are taking over traditional media.

2。自由業者論壇超過傳統媒體

The Internet shook the traditional media world around the time the economy collapsed, driving major layoffs across publications. In the first six years of the millennium the number of freelance writers has increased more than 300 percent with no signs of slowing down, according to the U.S. Bureau of Labor. Today, freelancers produce more than 70 percent of magazine content.
 

互聯網傳統媒體震撼傳統媒體的時間是處在世界經濟崩潰時，牽動整個出版物的大規模裁員。，根據美國勞工統計局在千禧年的第一個6年時自由撰稿人的數量增加了300％以上且沒有放緩的跡象。今天，自由撰稿職業者產生70％以上的雜誌內容。

Not only are PR professionals challenged to seek out relationships with freelance writers, but also they are forced to create story angles that publications will buy.

不僅是公關專業人士找求與自由作家的關係面臨的挑戰，他們不得不創造出版物將購買故事的角度。

3. Consumers are growing skeptical of statistics.

3。消費者對增長的統計數據持懷疑態度。

The growing use of visuals in social media marketing, along with the realization that data visualization is a powerful way to break through the clutter and drive consumers to action, has inspired brands to find new ways to use data in their marketing efforts. The result is a plethora of branded statistics. 

使用社會化媒體營銷的視覺效果不斷成長，伴隨實現數據可視化是一個功能強大的方式來突破混亂和驅動消費者行動，激發了品牌找到新的方法來使用數據他們的營銷努力。其結果是產生大量的品牌統計。

Consumers are becoming skeptical about certain claims from brands. “Green” ads, for instance, have faced mounting scrutiny from shoppers, according to Nielsen. Consumers are beginning to pay more attention to the statistics and what those stats actually mean. As a result, brands should focus on delivering quality stats that are impactful.

消費者從品牌的某些聲稱權利要求持懷疑態度。舉例來說，根據尼爾森調查 “綠化”的廣告，從購物者審慎檢查。消費者開始更注重統計結果，這些統計報告的確實意義。因此，品牌應該專注於提供優質的統計，產生顯著影響。

Companies such as PayScale, OK Cupid, and BirchBox are finding innovative ways to tap useful statistics to increase search engine optimization, drive buzz, and position themselves as experts in their field.

如PayScale，OK丘比特，BirchBox的 公司，尋找創新的方法來挖掘有用的統計數據，以提高搜索引擎優化，驅動器的嗡嗡聲，和定位自己為該領域的專家

For example, PayScale avoids stats that say 98 percent of top executives use PayScale. Instead, it’s releasing quality stats about the state of the workforce and, in turn, making itself a leader in the field.

舉例來說  PayScale避免了統計數據所說，98％的高層管理人員使用PayScale。相反，它釋放有關國家的勞動力質量統計，反過來，使自己成為該領域的領導者。

4. Content curation puts the success of a brand into the hands of the consumer.

4。策展內容將成功的品牌到消費者的手中。

Thanks to social media and the growing popularity of content curation, everyday consumers are becoming powerful influencers. Every brand wants a viral video or a social media campaign that drives major buzz, but few brands realize what it takes.

感謝由於社會媒體和內容策展的日益普及，日常消費者具強大影響力。每一個品牌都想要一個病毒視頻或社交媒體活動，推動主要的線上資訊，但少數幾個品牌實現需要

The success of a brand’s content lies in the hands of their consumers. Companies are challenged to understand what drives consumers to share content and how they can create the content that consumers will organically want to share. 

成功的 品牌內容在於消費者自己的手中。

公司面臨的挑戰是了解什麼會驅使是費者分享內容，以及如何他們可以創建一個消費者將有機智 組織地想要分享的內容

Cassie Boorn is a writer, social media specialist, entrepreneur, and PR girl who has built digital programs for Fortune 500 companies, entrepreneurs, small businesses, and bloggers. A version of this story first appeared on her blog, Ask A PR Girl.